Rashida Jones And Courvoisier Team Up For 'We Found Joy' Campaign'
Courvoisier Cognac celebrates their brand repositioning to promote "joie de vivre," a French concept of prioritizing exhilarated enjoyment of all life has to offer. Characterized by being present and fully experiencing each moment as it happens, "joie de vivre" resonates with actor, producer, director and writer Rashida Jones. Courvoisier Cognac and Jones team up to celebrate “We Found Joy,” a specially designed and curated experience that incorporates the joy and the beauty of the brand's home in Jarnac, France.
It comes to no surprise that renowned artist Yinka Ilori crafted and designed “We Found Joy,” as his work encompasses celebration and “joie de vivre” with bright colors and architectural elements that inspire curiosity and fun. “Savoring life’s true pleasures,” as the cognac brand puts it, is an integral part of their mission and product. Jones shares how her mindset and way of life seamlessly aligns with that of Courvoisier Cognac.
How does the Courvoisier Cognac team and brand align with your values?
Collaborating with Maison Courvoisier is a natural fit for me, as the brand’s belief of savoring life’s true pleasures, is something I wholeheartedly believe in. This feels like the right time to be present and celebrate joy when you can, and Courvoisier is a great partner in that pursuit.
You are quite the accomplished creative professional holding several titles, including actor, writer, producer, and director. Can you explain your creative career journey from the beginning to where you are now?
The most rewarding thing in my career has been working with friends and also people I admire. I am always surprised by how little I really know and how much I have left to learn, and I love staying curious in my work.
How has your enthusiasm for collaboration aided in your successes?
I am from a big family and the idea of doing things with other people is more exciting. I like the checks and balances of a totally different perspective. It is so much more meaningful and satisfying to celebrate an accomplishment with others.
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Which ways do you most enjoy bringing people together both professionally and personally?
I like to bring people together in a very informal and meaningful way to allow them to show up as their authentic selves without a veneer or exterior affect. I want people to feel free to be totally themselves and enjoy being completely honest about who they are and wherever they are. This creates the environment for us to laugh and completely enjoy each other’s company engaging in real conversations.
What is the most important thing that you would like our readers to know about you?
I can wiggle one ear. Meringue is my favorite food. I could dance for 12 hours by myself no problem.
Where do you draw inspiration from?
I like to draw inspiration from old movies and music. I find it a little difficult to navigate streamers, so I have old iPods that I like use. I also love to buy a piece of vinyl from a flea market and listen to the whole album in the order it was intended. I like the idea that songs should be in a certain order for a certain reason, so I can go off the truth of the album. I like to travel to beautiful places and be in untouched nature. I find that very inspiring.
What does joie de vivre mean to you?
The experience of the pandemic has evolved my overall perspective that joy is not a given. You intentionally have to create joyful moments at any moment of the day – big or small and make them everlasting.
Can you recall the last time you were in France? What region, year, and month?
I was last in Paris in December 2019. It was my last international trip before lock down. I love Paris but I especially love the French countryside though I have not been a while.
Can you describe ways that the culture there brought you joy and a sense of connection with others?
In my 30’s, I went to a French immersion school in the South of France. I loved that experience because the people in the town right along the coast of the Cote du Azure were so welcoming. They were used to students coming and practicing their French and were so incredibly nice and welcoming. They had such an appreciation for the beauty that surrounded them. It was inspiring to be around the passion and love for the food, wine, culture, and historic architecture.
How do you consciously implement joy in your life and in your work?
Specifically, I think it is important to create joyful moments with family and friends. To do this, I try to be present in the moment, rather than be focused on the stress of the future. I do my best to stay carefree and focus on the here and now to ultimately make joyful memories that will last a lifetime.
Being such an accomplished woman, how do you make time to savor life's greatest pleasures?
I try to prioritize the things that make me happy, as much as I prioritize deadlines because I know that in order to make it through the things, I have to make the things I want to do a priority.
In what ways do you savor life's greatest pleasures?
I travel, I make music and nature is a big part of my life. I spend time with my family.
What is your favorite way to consume the cognac? Please include scenarios as well as drink preparation.
For summer I’m really loving “The Gala” it’s refreshing and the perfect sip at any daytime get together.
The Gala
- 1.75 parts Courvoisier® VS
- 4 parts Sparkling Lemon Tonic
- Lemon wheel for garnish
Method: Build in a highball glass over ice and stir gently. Garnish with a lemon wheel.
This interview has been edited.
