NCF is a relatively new line of cognac by Martell, distilled and designed with millennial drinkers in mind. Meanwhile in Singapore, drag shows are looked down upon and questioned by conservative politicians such as MP Dr. Lee Bee Wah.
To increase awareness and spark conversation using Martell NCF’s tagline ‘Be Curious’, we created a branded video series that inspires Singaporeans to step out of their comfort zone. We call it the Curious Sessions. Each episode dives into the limelight of curious, lesser-known subcultures and celebrates their differences.
Produced in collaboration with Asia-focused alternative news portal, RICE Media, the first episode of Curious Sessions, ‘Stag to Drag’ leaps into the queer community’s most flamboyant art form – drag.
The episode follows RICE Journalist, Justin Vanderstraaten, as he creates a drag persona, debunks stereotypes and performs at one of Singapore’s most alternative drag shows, RIOT.
As one of the first brands to recognise the controversy of drag and its queer community in Singapore, the episode organically reached 55,000 views, 779 reactions and 393 shares in less than a week. Numbers aside, the video successfully and respectfully sparked positive interest in both attending drag shows and drinking Martell NCF.