In today’s culture the slash has become the symbol for ambitious, multi-faceted, entrepreneurial individuals who are not limited to being just one thing. They are driven to explore all of their talents, their personalities, their interests. It doesn’t matter what orbit you travel in, the most intriguing people live their lives between their slashes.
Lowe pitched the global Rémy Martin business in 2015. As part of the brief, we were asked to use the Rémy Centaur logo in our approach. In the end we didn’t just use the logo, we linked it inextricably to one of the central cultural phenomena of our time, the “slash generation.”
This campaign was a collaborative effort between Lowe Campell Ewald in Detroit and DLKW in London, We came up with the campaign idea and the overall design approach. DLKW in London took things from there, shooting the television and adding the tagline, “One life/Live them.”