French liqueur brand Grand Marnier is celebrating the ‘magic of unexpected encounters’ with a new global campaign, ‘Grand Encounter’.

Spearheaded by a 90-second spot, the campaign was devised by Wunderman Thompson France to enable the brand to create deeper connections with consumers, and particularly cocktail lovers.

Drawing attention to the beverage’s fusion of bitter orange liqueur and cognac, the creative explores how this unique combination can give birth to something unique and truly innovative.

The hero film will be supported by executions across digital, print and point-of-sales channels with a focus on two specific cocktails with a ‘modern twist’; The Grand Margarita and the Grand Smash.

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“We wanted to anchor Grand Marnier into modern culture, and we decided to move away from traditional advertising codes and create a music video instead,” Wunderman Thompson France executive creative director, Paul-Émile Raymond said.

A further five films will be released as part of a mini-series that showcase bold, unexpected pairings which result in distinctive new audiovisual experiences.

Campari Group head of global marketing, Julka Villa added: “A ballet dancer and street dancer, a DJ and pianist – with Grand Encounter we want to start a conversation about the limitless possibilities of unexpected pairings – much like the sophisticated and audacious meeting of Cognac and bitter orange liqueur and the elevated cocktail that is the Grand Margarita.

“We believe that when two very different worlds meet, new moments in culture can manifest into elevated experiences. We can’t wait to see this campaign roll out across the globe, and what Grand Encounters it will inspire.”