1664 Bière make it suprême in new campaign

1664 Bière make a stunning return to the screen with the launch of their first through-the-line campaign in a decade, Make It Suprême.

Created by Fold7, the ambitious suite of work inspires drinkers to make every occasion suprême through the enduring elegance of 1664. Demonstrating that in an era of disposable trends, 1664 Bière stands for timeless, uncompromising quality.

A cutting-edge coming together of a Renaissance period setting and a cast of modern tastemakers, who personify the brand’s effortless style and sophistication. The campaign is a visual ode to the brand’s unique ability to blend heritage with modernity, reinforcing its position as the superior beer of choice in the premium lager category.

In the hero film The Masterpiece, a perfectly poured, golden pint of 1664 takes centre stage, a symbol of timeless quality, panning out to unveil a slow motion party, resplendent with baroque architecture, a pack of cards and rose petals raining down on the avant-garde crowd. It’s lit almost like a chiaroscuro Renaissance masterpiece. Each film in the series finishes with the spoken tagline: “Make the moment suprême, A taste suprême since 1664”.

Set in a lavish ballroom, the films are stylish, striking and beautiful. The second captures party goers dancing with arms in the air in slow motion to the DJ in a room with baroque architecture, as blue glitter rains down. A third cut sees the cool, young crowd being photographed as rose petals flutter down and a guest shows off his pet chameleon.

The multi-million pound campaign will launch this April across TV, OOH, social and digital, with additional events yet to be revealed.

Dharmesh Rana, director of marketing for premium brands at CarlsbergBritvic, said: “After nearly a decade away from UK TV screens, I’m excited to be bringing the 1664 brand back to life with a campaign inspired by our rich history and heritage delivered with modernity and a touch of French je ne sais quoi… The campaign seeks to inspire consumers to elevate the moments they have to the 1664 level, Suprême!”

Dave Billing, executive creative director at Fold7 said: “Bridgerton demonstrated the power of colliding sumptuous historical settings with a starkly modern sensibility, and that’s what we’ve done here. In C Prinz, we found a director with an amazing track record in delivering incredible visual spectacle, and she really helped us realise our vision in this script.”

This is the latest campaign from Fold7 for CarlsbergBritvic, the partnership having previously delivered a raft of the iconic work for the company, including bike-riding Mads Mikkelsen campaign and Probably Not (the best beer in the world) for Danish lager, Carlsberg.