A film that won't show for 99 years is already winning marketing competitions, giving it an early boost of momentum heading to the Cannes Lions competition later this month.

100 Years - The Movie You Will Never See,  a film with John Malkovich and director Robert Rodriguez to promote the painstaking care put into Louis XIII Cognac, won't actually premier until 2115. But that's not stopping juries from giving the campaign top honours in PR, including the recent New York Festival. 

Strategic PR?  Thoughtful community engagement?  Driver of sales or share?  Not so sure.  

But it's a pretty audacious stunt. 

We like to take note of what's winning these kinds of competitions. Not to imitate, but to take some inspiration and push our creative thinking.  Thanks to friend and Ketchum US colleague Betsy Quinn for sharing this.