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Earthtimes (press release)
Jan 5 2010
"The Legend of Akhtamar" Opens Internationally
Posted : Tue, 05 Jan 2010 13:00:52 GMT
Author : Amsterdam Worldwide
AMSTERDAM, THE NETHERLANDS -- 01/05/10 -- International communications
agency, Amsterdam Worldwide (www.amsterdamworldwide.com) proudly
presents The Legend of Akhtamar - a groundbreaking film created for
drinks giant Pernod Ricard to re-launch an Armenian institution:
Ararat brandy.
The movie, which launches this week, takes its inspiration from
Ararat's Eastern cultural heritage, and is the first in a series of
re-crafted classic Armenian tales to be brought to life by Amsterdam
Worldwide.
"The Legend of Akhtamar" is a modern reworking of a traditional
Armenian love story and features a young Muscovite who travels to meet
his girlfriend. During his journey he encounters a mysterious taxi
driver who senses his fare's troubled state of mind and recounts the
dark legend of Akhtamar.
The talented cast includes Armenian-born actor Armen Dzhigarkhanyan,
regarded as the Sean Connery of Russian cinema; Ravshana Kurkova,
winner of Best Actress at the International Film Festival of the CIS;
and former Bolshoi Theatre pupil, Grigory Dobrygin.
Directed by the award-winning Shammasian Brothers, the film's score
was devised by acclaimed movie music composer, Stephen Hilton, whose
credits include Ocean's 11 and Quantum of Solace. World-renowned
photographer Erwin Olaf shot the advertisements, which perfectly
showcase the natural beauty of Armenia.
Brian Elliott, founder and chief executive of Amsterdam Worldwide,
said: "Ararat is a household name in the former Soviet Union and a
legendary Armenian brand, but one that needed updating. Ararat's
parent company, Pernod Ricard, wanted to associate the brand's
authenticity with a more sophisticated and contemporary image.
"'The Legend of Akhtamar' uniquely captures the dramatic power of
long-form film. It's not a traditional commercial. Authentic stories
underpin a brand like Ararat. Staying true to its heritage is
important both culturally and strategically. The fact the product is
unseen in the film is not accidental as consumers more than ever,
trust and invest in authentic brands that invest in culture."
The film is part of a global campaign targeting Russians, Armenians
and Eastern European expat communities across the World. It is
supported by a print, outdoor, blogger and social media campaign.
Visitors can learn about Armenian legends at www.ararat-legends.com.
Contacts:
Renegade Media
Dave Barton
+44 (0)1452 760147
[email protected]
Renegade Media
Sophie Cooper
+44 (0)1452 760147 or +44 (0)7912 570367
[email protected]
http://www.e arthtimes.org/articles/show/the-legend-of-akhtamar -opens-internationally,1106252.shtml
Jan 5 2010
"The Legend of Akhtamar" Opens Internationally
Posted : Tue, 05 Jan 2010 13:00:52 GMT
Author : Amsterdam Worldwide
AMSTERDAM, THE NETHERLANDS -- 01/05/10 -- International communications
agency, Amsterdam Worldwide (www.amsterdamworldwide.com) proudly
presents The Legend of Akhtamar - a groundbreaking film created for
drinks giant Pernod Ricard to re-launch an Armenian institution:
Ararat brandy.
The movie, which launches this week, takes its inspiration from
Ararat's Eastern cultural heritage, and is the first in a series of
re-crafted classic Armenian tales to be brought to life by Amsterdam
Worldwide.
"The Legend of Akhtamar" is a modern reworking of a traditional
Armenian love story and features a young Muscovite who travels to meet
his girlfriend. During his journey he encounters a mysterious taxi
driver who senses his fare's troubled state of mind and recounts the
dark legend of Akhtamar.
The talented cast includes Armenian-born actor Armen Dzhigarkhanyan,
regarded as the Sean Connery of Russian cinema; Ravshana Kurkova,
winner of Best Actress at the International Film Festival of the CIS;
and former Bolshoi Theatre pupil, Grigory Dobrygin.
Directed by the award-winning Shammasian Brothers, the film's score
was devised by acclaimed movie music composer, Stephen Hilton, whose
credits include Ocean's 11 and Quantum of Solace. World-renowned
photographer Erwin Olaf shot the advertisements, which perfectly
showcase the natural beauty of Armenia.
Brian Elliott, founder and chief executive of Amsterdam Worldwide,
said: "Ararat is a household name in the former Soviet Union and a
legendary Armenian brand, but one that needed updating. Ararat's
parent company, Pernod Ricard, wanted to associate the brand's
authenticity with a more sophisticated and contemporary image.
"'The Legend of Akhtamar' uniquely captures the dramatic power of
long-form film. It's not a traditional commercial. Authentic stories
underpin a brand like Ararat. Staying true to its heritage is
important both culturally and strategically. The fact the product is
unseen in the film is not accidental as consumers more than ever,
trust and invest in authentic brands that invest in culture."
The film is part of a global campaign targeting Russians, Armenians
and Eastern European expat communities across the World. It is
supported by a print, outdoor, blogger and social media campaign.
Visitors can learn about Armenian legends at www.ararat-legends.com.
Contacts:
Renegade Media
Dave Barton
+44 (0)1452 760147
[email protected]
Renegade Media
Sophie Cooper
+44 (0)1452 760147 or +44 (0)7912 570367
[email protected]
http://www.e arthtimes.org/articles/show/the-legend-of-akhtamar -opens-internationally,1106252.shtml