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The co-creating space and think tank Maison Dentsu has given the “Made in France” label a modern twist with a brand new campaign for French whisky brand Bellevoye. Born from an ambition to produce a whisky that’s 100% French to show the prowess of the Gallic whisky industry, Bellevoye’s founders brought in Maison Dentsu to create an ad campaign to show off the brand’s traditional savoir-faire reinvented with modern creativity. The new ad campaign spans print, digital and a series of cultural events. To celebrate the new campaign, Bellevoye cofounders Alexandre Sirech and Jean Moueix hosted a private screening of Canal+’s documentary  “Les Nouveaux Visages du Made in France” (“The New Faces of Made in France”) at the UGC Odéon cinema followed by a cocktail at legendary Left Bank nightclub Castel. On the drinks menu? Bellevoye whisky – what else? In the new ads, the bottles are all dressed up in the blue, white and red colors of the French flag with the tagline Bellevoye: “Le Whisky de France” (“France’s Whisky.”) Bellevoye has become a rising star in the French spirits scene. A young brand launched less than four years ago, Bellevoye is the only whisky served at the Elysée palace, the official whisky of Air France business and first class and took home two awards at the world championships in Brussels. Maison Dentsu is a melting pot of art and communication designed as a bridge between creatives and brands where artists can have the freedom to help brands to reinvent themselves and embrace the digital age. The documentary “The New Faces of Made in France,” directed by Laure Delalex focuses on Bellevoye and other brands whose savoir-faire particularly in the luxury space is putting a fresh – and French! – face on the “Made in France” label. The film has been airing on Canal+ since November and airs next on Dec. 6th.

Photos: Pierre Mouton
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