The Problem: Martell is the underdog cognac in a Hennessy world.
Our Insight: Starting at the bottom is how you change the game. Remember when Atlanta meant nothing and ‘mumble rap’ was an insult?
What We Did: Made our statement by focusing on Quavo’s haters and his underdog journey to the top.
Copy and Photography: Drew Botcherby
Interview Copy: Drew Botcherby
Creative Direction: Rebecca Lysen
To extend the campaign, we enlisted culinary underdogs Ghetto Gastro on their mission to “bring the Bronx to the world.”