Creativity

Pharrell Made a Song for Louis XIII That Won't Be Heard for a Century

Latest Stunt by Cognac Brand Follows 2015's John Malkovich Movie

By Alexandra Jardine. Published on Nov 16, 2017

Editor's Pick

How do you go one better than making a movie with John Malkovich that no-one will see for 100 years? Two years on, Louis XIII Cognac just upped its game: it got Pharrell Williams to record a track that won't be heard for a century.

Its latest project with Fred & Farid New York, the song "100 Years" was recorded onto a record made of clay from the chalky soil of the Cognac region. It's being stored in the cellars of Louis XIII in a state-of-the-art safe that is only destructible when submerged in water.

This time, the idea is to highlight climate change: making the point that if sea levels continue to rise at such an alarming rate due to climate change, scientists project that in 100 years, a significant portion of the world's land might be underwater. The brand's message is to guarantee this original piece of music will be heard again in 2117, one century from now, is if we address the consequences of global warming -- i.e. if we do not change our way of living, future generations will never be able to hear the song.

"100 Years" premiered during a private listening party in Shanghai, where Pharrell performed the song only once. The 100 guests were not allowed to record the experience, so the song remains a secret for the next century.

"I love the fact that Louis XIII thinks a century ahead," says Pharrell Williams in a statement. "We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It's all about legacy and transmission."

Williams has been a busy guy in China this week: he also performed a special song for Chinese shopping giant Alibaba at its annual gala.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Nov 16, 2017
Agency:
Fred & Farid New York
Chief Creative Officers:
Fred & Farid
Client:
Louis XIII
Brand Supervisor:
Ludovic du Plessis
Brand Supervisor:
Nathalie Lesage
Brand Supervisor:
Ingrid Gnanadicom
Agency Supervisor:
Augustin Zeller
Executive Creative Director:
Laurent Leccia
Art Director:
Michael Hess
Art Director:
Jack Hwang
Talent Management:
Veronique Hassid
Agency Producer:
Karim Naceur
Agency Production Team:
Clement Canet
Agency Production Team:
Felix Vroegop
Agency Production Team:
Vincent Arassus
Digital Agency Producer:
Jim Tran
Digital Art Director:
Caroline Tang
Social Media:
Fanny Morel
Social Media:
Guillaume Blaineau
Social Media:
Steven Ma
Social Media:
Wei Wang
Production Company:
Iconoclast
Production Company:
Standard Films
Producer:
Jules Dieng
Producer:
Felix Mondino
Director:
Louis de Caunes
Photographer:
David Uzo
Music:
Gum
Music Producer:
Leo Copet
Post-Production:
Nightshift
Agency post-producer:
Katharina Nicol

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.