Pernod Ricard has launched its first major global corporate campaign, encouraging people to put down their smartphones and exercise more “conviviality” in a hyper-connected world where so much time and attention is centred around screens.

But this is more than just a simple marketing campaign, Pernod Ricard says. It wants to create “community of convivial people” – something people can value and be a part of for many years to come.

“It’s not a new vision for Pernod Ricard but it’s the first time we’ve externalised our corporate vision and DNA,” Pernod Ricard’s communications and corporate affairs director, Aurelie Kane, tells Marketing Week.

“What we’re doing with this new campaign is telling the world, our consumers, what we really stand for and what conviviality means.”

To bring the digital-only campaign, which goes live today (1 February), to life, Pernod Ricard has created a 10-minute documentary. ‘The Power of Conviviality’ features real people from all over the world sharing what conviviality means to them and the…