Ararat: Ararat Legends

Amsterdam Worldwide, the international communications agency, has unveiled its first work for Pernod Ricard with the reinvention of Ararat – a legend and institution in the world of discerning brandy drinkers and a household name in Russia and Eastern Europe. Ararat is the original, authentic Armenian brandy and Amsterdam Worldwide has created a campaign that reignites a cultural connection between this drink of historic statesmen and an inspirational Armenian legend.

Targeting Russians and Eastern Europeans in their home countries as well as Armenian and Russian communities internationally, the centerpiece of the first work is a 15-minute short film directed by the award-winning Shammasian Brothers. ‘Akhtamar’ is a modern day re-telling of a classic Armenian legend of unrequited love.


Creative Commentary
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Brian Elliott, founder and chief executive of Amsterdam Worldwide, said: “The ‘Legend of Akhtamar’ campaign marks a new beginning for the Ararat brand, underlining Ararat’s leading position as the Armenian brandy and taking the brand beyond the competitive and category conventions by investing in long-form story telling.”

Richard Gorodecky, executive creative director, of Amsterdam Worldwide, said: “This is a huge platform for Ararat that goes well beyond traditional communications and engages a real cultural dialogue.”