Problem
Strengthening Cultural Relevance Through Storytelling
As a brand rooted in heritage and craftsmanship, Martell thrives on storytelling—yet in a rapidly evolving African luxury market, deeper cultural connections are essential. With Nigerian cinema experiencing a global renaissance, Martell saw an opportunity to align with a creative industry that embodies legacy, artistry, and bold narratives. The challenge was to authentically embed Martell within this space while celebrating the richness of Nigerian film.
Solution
Martell x AFRIFF – A Toast to the Future of Nigerian Cinema
Partnering with AFRIFF (Africa International Film Festival), Martell became an integral part of Nigeria’s most prestigious film celebration. This collaboration honored filmmakers, storytellers, and industry pioneers whose creativity shapes the cultural landscape. Through exclusive events, intimate storytelling sessions, and premium brand experiences, Martell created a space where film and luxury intertwined—a platform for heritage and innovation.
Results
Martell’s presence at AFRIFF solidified its commitment to African storytelling, elevating its cultural relevance while celebrating the pioneers of Nigerian cinema. By supporting the industry’s brightest talents, reinforcing its legacy—not just as a luxury cognac but a patron of bold stories that shape an audacious legacy.
