- Maison Perrier-Jouët presents its new campaign starring actress Mélanie Laurent as Artisan of Change for the world premiere
A different vision of nature, supported by concrete actions for a desirable future
PARIS, October 23, 2023 /PRNewswire/ -- Maison Perrier-Jouët presents in Japan an exclusive preview of its new campaign, titled 'Fill your World with Wonder'. It stars French actress and director Mélanie Laurent, who is in Tokyo for the occasion. Screened in a pop-up space in the Japanese capital from October 11 to 29, 2023, this singular ode to nature expresses the House's positive vision on how to better inhabit the world we share and create the conditions for a desirable future.
To view the multimedia statement, click: https://www.multivu.com/players/English/9216851-maison-perrier-jouet-presents-new-campaign-melanie-laurent/
Maison Perrier-Jouët takes this opportunity to announce the launch of a call for projects, coordinated by the Champagne Vineyards, Houses and Cellars Mission, a UNESCO World Heritage Site, to contribute to enriching the biodiversity of the Champagne region through the creation of protected spaces and ecological corridors. This new initiative complements the environmental actions undertaken locally by the House for more than 10 years. These include an experimental regenerative viticulture program on 27 hectares of its vineyard, which it aims to extend to the rest of the vineyard by 2030.
"Everything starts with a flower"
Maison Perrier-Jouët presents its new "Fill your World with Wonder" campaign exclusively in Japan, before taking it to the United States, South Korea, Singapore, mainland China and Hong Kong. The House has worked with Japanese director Show Yanagisawa, whose unique artistic approach is ideal for conveying a different vision of nature, embodied by internationally renowned French actress and director Mélanie Laurent. In the opening sequence of the film, a Japanese anemone appears, an emblem of the House created by the pioneering Art Nouveau artist Emile Gallé in 1902, which symbolizes the inspiration that the Maison Perrier-Jouët obtains from nature. This flower represents all other flowers and their essential role in our ecosystems. As Mélanie Laurent says: "Everything starts with a flower."
Maison Perrier-Jouët presents its new campaign and its positive vision of the world, at The House of Wonder, a pop-up space in Tokyo, from October 11 to 29, 2023.
How to better inhabit the world we share
Inspired by the role of flowers as generators of relationships within the ecosystem, the new film by Maison Perrier-Jouët aims to raise awareness of the fact that, like flowers and all other plant and animal species, human beings form part of nature, it is not outside of it. The House encourages us to rediscover the importance of collaboration between species to better inhabit the world we share. Proof of this are the initiatives it has undertaken in the last 10 years in its own vineyards to promote biodiversity, as well as its scientific experimentation program in regenerative viticulture.
For Maison Perrier-Jouët, the flower is an inspiration to reflect on our lifestyle and create a desirable future: a re-enchanted world, in which the collective dimension is fundamental. "In the new Perrier-Jouët campaign, flowers convey a message that is at once humanist, cultural and poetic. They are a way of speaking about the world and to the world, an invitation to reconnect," explains Mélanie Laurent.
Call for projects to improve the biodiversity of the Champagne region
Faced with the accelerated loss of biodiversity, Maison Perrier-Jouët has made a constant effort in its vineyards to limit the influence of its activities on the environment and adapt its practices so that nature can renew itself. The Maison has set a goal as ambitious as it is important: 100% of its own vineyards in regenerative viticulture and 100% of its partners committed to obtaining the Sustainable Viticulture in Champagne (VDC) certification by 2030.
The House is experimenting with four ways to enhance biodiversity: biomass vegetative covers, floral vegetative covers, vitiforestation and ecological corridors.
As an extension of this approach, Maison Perrier-Jouët announces the launch of a call for projects, coordinated by the Champagne Vineyards, Houses and Cellars Mission, a UNESCO World Heritage Site, to support initiatives to protect and promote flora and fauna. local fauna. The objective is to accompany the creation of a network of habitats, reserves and biodiversity corridors that connect the Montagne de Reims with the Marne. The selected projects will be launched from 2024.
"We are delighted that Maison Perrier-Jouët is sharing its vision of nature and the future through this call for projects, which goes beyond its own vineyard and reinforces its environmental contribution to the region and the community. With this initiative , we reaffirm our will to act in a positive and concrete way in favor of the ecosystem of the Champagne region, to which we belong", comments César Giron, CEO of the Maison Perrier-Jouët.
Intensifying its efforts, Maison Perrier-Jouët is finalizing other important contribution projects, which will be revealed in the coming months.
Acerca from Maison Perrier-Jouët
Maison Perrier-Jouët was founded in 1811 by a couple united by their love for nature and their passion for art. From the beginning, they chose the Chardonnay grape variety as the house's signature, which defined the floral style that differentiates Perrier-Jouët champagnes. For more than two centuries, the Maison Perrier-Jouët has evolved in close relationship with nature, guided by the free spirit of its founders and the exuberance of the Art Nouveau movement. Nature continues to be his main source of inspiration. The Earth is a common garden that the House cultivates when making its champagnes. Driven by creative freedom, Maison Perrier-Jouët encourages a happy and positive view of the world.
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