Cover Mélanie Laurent stars in Perrier-Jouët’s latest campaign: Fill Your World with Wonder
Mélanie Laurent stars in Perrier-Jouët’s latest campaign: Fill Your World with Wonder
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The French champagne house unveils an initiative combining environmental consciousness and artistic vision to pave the way for a more sustainable future
Perrier-Jouët’s latest campaign: Fill Your World with Wonder, starring French actress, director and environmental activist Mélanie Laurent, recently premiered in Tokyo, Japan. This launch highlights a unique connection between the historic champagne house and Japan, symbolised by the floral design of Japanese anemone by Art Nouveau artist Emile Gallé in 1902 which now adorns Perrier-Jouët’s bottles and branding. It also underscores the essential role that flowers play in our ecosystems, encapsulated by Laurent’s own words, “It all starts with a flower.”
The campaign urges all to recognise the integral role that humans play in the natural world and to foster a more harmonious relationship with it. Brought to life by a short film created in collaboration with renowned Japanese director Show Yanagisawa, it envisions a future where humans and nature flourish together. “Flowers convey a message that is at once humanist, cultural and poetic. They are a way of talking of the world and to the world, an invitation to reconnect,” explains Laurent. The campaign is poised for an international rollout, reaching audiences in the US, South Korea, Singapore, China, and Hong Kong.
Mélanie Laurent, celebrated for her roles in films such as Quentin Tarantino’s Inglourious Basterds and her directorial success, brings a blend of art and activism to the campaign. Her work, including the award-winning documentary Tomorrow which investigates solutions to environmental and social challenges, resonates deeply with Maison Perrier-Jouët’s philosophy. As an Artisan of Change, Laurent will participate in the House’s environmental initiatives, leveraging her platform to advocate for biodiversity and sustainable practices.
Enhancing the campaign further is a collaboration with Mexican artist and designer Fernando Laposse, who has crafted an art installation that highlights the crucial role of flowers in ecosystems, particularly emphasising pollination. His creation highlights the interconnectivity of all species and the significance of looking to nature for answers to environmental issues. Beyond the realm of art, Laposse’s work also includes partnering with local farmers in Mexico to develop materials and production systems that are beneficial to the environment. The installation, first unveiled in Tokyo, is scheduled for exhibition in Hong Kong in March 2024, merging art, nature and champagne, the three pillars of Perrier-Jouët’s heritage.
Above Mexican artist Fernando Laposse’s installation: The Pollination Dance
Mexican artist Fernando Laposse’s installation: The Pollination Dance
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Perrier-Jouët has been actively promoting biodiversity in its vineyards for the past decade. The brand has engaged in a science-based experimentation program on regenerative viticulture. Their goal is ambitious yet clear: to transition 100% of their vineyard to regenerative viticulture and ensure all their partners are Sustainable Viticulture in Champagne (VDC)-certified by 2030.
Expanding its environmental efforts, Perrier-Jouët has also initiated a call for projects in collaboration with the UNESCO World Heritage Champagne Hillsides, Houses and Cellars Mission. This project is focused on protecting local flora and fauna and establishing a network of biodiversity habitats, reserves, and green corridors that link the Montagne de Reims with the Marne.
The campaign also features an exclusive promotion in Hong Kong in which customers purchasing Perrier-Jouët Champagne over HK$2,000 at designated outlets including Watson’s Wine; HK Liquor Store; and Two More Glasses, will receive a complimentary aroma stone diffuser set, linking the sensory experience of champagne with the olfactory pleasure of nature-inspired scents.
Mélanie Laurent at Perrier-Jouët’s campaign premier in Tokyo, Japan
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A storyteller by day and a first-class food devourer by night, Fontaine is the Regional Dining Editor at Tatler Asia, overseeing dining content across all regions and shaping the brand’s editorial voice on food, chefs and culinary culture.
She is also Content Lead for Tatler Best and Co-jury Head for Tatler Best Hong Kong and Macau, guiding the awards’ editorial direction and evaluation process. With over a decade in the lifestyle and media industry spanning London and Hong Kong, she brings a cross-regional perspective to the table.
Follow her on Instagram at @fontimes.
