Champagne is synonymous with success, obviously, but Pol Roger has never wanted to be a showing-off brand. They only care about the exceptional quality of the liquid. They create their champagnes to be enjoyed, not paraded. So the challenge was to find the right balance between pride in the excellence of their champagnes and the quiet humility that the family has always maintained. There’s an amazing honesty in everything they do. So we needed the campaign to look and feel honest. To avoid the typical conceits and visual tropes that so many other brands revert to. To connect with an audience that will choose Champagne Pol Roger for all the right reasons’