Published On 06/20/2019

Photographer Stéphane Lavoué shoots Pernod Ricard’s 10th Carte Blanche campaign

Photographer Stéphane Lavoué shoots
Pernod Ricard’s 10th Carte Blanche campaign

The Group’s 44th artistic campaign, “Seriously Convivial,” will illustrate its Annual Report 
and be exhibited as part of Paris Photo 2019


At its annual Summer Party held this evening at the Pompidou Centre, Pernod Ricard revealed the name of the tenth photographer to shoot its Carte Blanche campaign – French artist 
Stéphane Lavoué.

Pernod Ricard’s tenth Carte Blanche photography campaign celebrates a new facet of convivialité – that intrinsic ability of the Group’s employees and brands to create genuine moments of sharing and celebration. A few months after the launch of the video “The Power of Convivialité,” which has been viewed online several million times, the Seriously Convivial campaign embodies in a new video “the glue that binds us together, that allows us to meet the innate human need to connect with one another,” as set out in the Convivialist Manifesto:  

Unlike previous editions, Group employees did not face the camera alone. As this is an exceptional year, they were invited to meet other people who, within their respective communities, act as creator, link and ambassador in relation to this culture of sharing. Stéphane Lavoué has taken nine interlinked portraits shot across all continents to create Pernod Ricard’s 2019 annual artistic campaign.

“I must admit that I was completely blown away by the magic of these moments,” explains 
Stéphane Lavoué. “The power of these images stems from the juxtaposition of these often diametrically opposed worlds.   Everything should drive them apart, and yet something emerges from each encounter. With this world tour, I had the opportunity to turn this succession of images into a personal photographic narrative.”

As Olivier Cavil, Pernod Ricard’s Director of Communications, says, “For the first time since we have been doing Carte Blanche, it involved the photographer physically capturing the beauty of an encounter, between the créateurs de convivialité – our employees – and créateurs de convivialité in action in their communities. Some will say that our models aren’t smiling, but convivialité is a value that goes far beyond this. The raw power of their encounter was exactly what we wanted to capture, and only a peerless portrait artist could rise to this challenge.” 

This year Stéphane Lavoué is the tenth leading name in international photography to shoot 
Pernod Ricard’s Carte Blanche campaign, following in the footsteps of Argentina’s Marcos Lopez, France’s Denis Rouvre, Spain’s Eugenio Recuenco, Switzerland’s Olaf Breuning, Australia’s Vee Speers, China’s Li Wei, Senegal’s Omar Victor Diop, Germany’s Martin Schoeller and Canada’s Kourtney Roy. 

The “Seriously Convivial” campaign will be unveiled in its entirety in Pernod Ricard’s upcoming Annual Report and presented to the public at the must-see photography exhibition, Paris Photo, from 7 to 10 November 2019 at the Grand Palais, in Paris. Here are the first images of the video:  


Photo extract from the Seriously Convivial campaign, shot by Stéphane Lavoué

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About Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of € 8, 987 million in FY18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier- Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.  Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.

Contacts Pernod Ricard

Julia MASSIES VP, Financial Communication & Investor Relations Tel: +33 (0)1 41 00 41 07

Adam RAMJEAN Investor Relations Manager Tel: +33 (0)1 41 00 41 59

Fabien Darrigues External Communications Director Tel: +33 (0)1 41 00 44 86

Alison DONOHOE Press Relations Manager Tel: +33 (0)1 41 00 44 63

Emmanuel VOUIN Press Relations Manager Tel: +33 (0)1 41 00 44 04