Challenge

Create a moment in the social calendar pre-Christmas that puts the Veuve Clicquot brand at the forefront for the modern millennial target consumer. The event needed to be more than just a red carpet event, and engage consumers as part of an annual celebration

Insight

This new direction posed a challenge for the traditional perceptions of the champagne house, who for the past 20 years have sponsored the Polo. The brand understood that a younger, and more creative customer were in keeping with the innovative and creative ethos of Veuve Clicquot

Solution

A creative take on Halloween, that every year would see Veuve Clicquot partner with a curator who would create a fully immersive Halloween event. Mission created a new event called The Veuve Clicquot Widow Series (Veuve meaning Widow in English)

The first Veuve Clicquot Widow Series, curated by Nick Knight to create ‘The Beautiful Darkness’. A two day event open to VIPs and then ticketed to consumers. With 22 rooms of art as part of the exhibition, including four exclusive fashion horror films that were premiered at the event