Moët & Chandon Pops Open Sparkling ‘Must Be’ Campaign

Moët & Chandon has unveiled a new campaign celebrating the French champagne house’s 275-year-old heritage and pioneering vision which since 1743, have redefined the art of celebrating life’s most memorable moments.

Moët & Chandon global chief marketing and communications officer Nathalie Norman said, “In life, we don’t remember days, we remember moments of heightened emotion, of great success, of overwhelming pleasure, or simply of sheer happiness.

“Our new ‘Must Be’ad campaign offers worldwide audiences an abundance of emotions that make up some of
life’s enjoyable moments, celebrated with a bottle of Moët & Chandon.

“We are proud to bring our avant-garde touch to a campaign that reflects the values that have been at the core of Moët & Chandon’s noble heritage since 1743.”

Since its founding, Moët & Chandon has been a champagne of choice to celebrate historical moments or private moments of great personal importance.

For each of life’s memorable moments, Moët & Chandon has a style of champagne that marks the moment and makes it truly unique.

The House’s new ad campaign captures in a soaring emotional journey, a sequence of memorable moments, all of which deserve to be made memorable, and “must be” celebrated with Moët & Chandon.

The campaign, tag-lined “Must Be Moët & Chandon” is launched to coincide with “Moët & Chandon Grand Day,” the highly-anticipated annual full-day of glittering celebrations around the world hosted by the champagne house known for its exceptional “savoir-fête” or celebration know-how.

It will debut with a short film, directed by the award-winning French director, Emmanuel Cossu, that captures the House’s universal vision of life’s grand symphony of memorable moments made unique when celebrated with Moët & Chandon.

The film opens with a “Big Bang,” a metaphor for the explosive launch of Moët & Chandon’s new “Must Be” campaign and the onset of some intensely emotional moments about to unfold onscreen.

The audience immediately deep-dives into a fast-paced voyage through the interwoven destinies of an ensemble cast whose paths cross as each character lives through a defining and powerful moment.

A young father-to-be races through the glistening streets of Manhattan in the driving rain: his life is about to change as he runs breathlessly to meet his newborn child.

He crosses paths with a group of elegantly-dressed revellers making their way to a glamorous party.

Cut to Paris, where a young ballerina steps onto the stage, butterflies fluttering in her stomach, just as a group of millennials on a desert road trip arrive at a joyful celebration at sunset.

Closeup on the enraptured face of a young female astronaut about to make history as she braces for a hard landing on Mars, moments before her footmarks a giant step for mankind on the red planet.

Carried by the powerful tempo of the film, the audience is immersed in the destiny-defining moments of each character, feeling the emotional force of each moment all the way through to their celebratory finale made unique by the sparkle of Moët & Chandon champagne.

The champagne’s effervescence is the ultimate Big Bang, the symbol that celebrates the joy of a birth, the glory of a Mars landing, the thrill of a perfectly executed premiere, or the sheer joy of dancing under a desert sky, and turns them into a unique moment.

The global ad campaign will be released across digital platforms, movie theatres and social media.

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