A TASTE
OF PASSION
Casting A Campaign
Challenge
To celebrate the launch of Usher x Rémy Martin 1738: Taste of Passion H&S created a multifaceted strategy to resonate across diverse markets while maintaining the exclusivity and luxury associated with both Usher and Rémy Martin. The campaign consisted of 360-degree marketing strategy; the centerpiece of which was a series of immersive, multi-day events in Las Vegas, carefully designed to coincide with Usher's Las Vegas residency. Events included intimate speakeasy experiences and VIP seeding of the Usher x Rémy Martin 1738 Limited-Edition AI bottle
To further amplify the campaign, H&S orchestrated a surprise birthday celebration for Usher. The two day affair included an unforgettable birthday party with VIP guests and a private branded gifting moment.
Results
The blending of Usher's personal milestone with brand activations drove excitement and media coverage. The campaign successfully positioned Rémy Martin at the intersection of luxury and contemporary culture and produced: 150 Earned Media Placements, 3.6 Billion Earned Media Impressions, 51 Social Media Posts and 47.1 Social Media Impressions.
Press
Gallery
