The Moments That Made Us, by Ezra Collective
Amplify
Client: Courvoisier
Courvoisier challenged us to elevate their presence at a music event and connect with affluent 25-40 year olds in large UK cities. Rather than a traditional sponsorship, we partnered with Mercury Prize and BRIT Award-winning Ezra Collective to create an immersive four-day experience that celebrated the untold stories behind their music, transforming how audiences engage with live music… and cognac. Hosted at Kachette in Shoreditch, we built four interactive installations around defining moments in the band's London-rooted journey, taking guests down memory lane from their beginnings at Tomorrow's Warriors to their Mercury Prize win. Each space invited fans to step into the band's world and actively participate, playing the same worn instruments where it all began, discovering curated vinyl they could take home, and learning to craft a signature Courvoisier serve created by the band themselves. Each evening concluded with live performances: Friday headlined by Ezra Collective, with other nights featuring Poppy Ajudha, Gary Crosby (Tomorrow's Warriors), Selassie, Mafalda, and Yemz. Executed in partnership with the Bloom, Make Agency, Good Culture, Hope & Glory, and Red Lion, the activation delivered 1,000+ attendees across four nights, 14.3 million in total reach, and positioned Courvoisier as a frontrunner in experiential music. The brand is breaking traditional cognac codes while empowering a new generation of cultural connoisseurs to live in the moment and celebrate grassroots musical heritage.