Hennessy Teams up with Damson Idris and Teyana Taylor to Shake Up People’s Perceptions of the Brand
Hennessy presents ‘Made for More’, a global campaign reintroducing the brand by exploring the infinite possibilities the versatile spirit offers. Featuring five off-beat mixing films and five cocktails, the campaign shows how any drink or occasion can easily be made ‘more’ when you add Hennessy. With Wieden+Kennedy named as its new global agency of record*, and the Amsterdam office leading on global strategy and creative duties, this is the first market-disrupting work to come out of the partnership.
With a shared ambition of creating communications that cuts through in culture, Hennessy enrolled creative agency Wieden+Kennedy Amsterdam to help shake up perceptions, showcase the mixability of the cognac, and introduce a new, lighter, brighter, fresher visual world for the brand. "Hennessy is well known everywhere but people don't always know about how versatile it is - how it brings more flavor, depth and complexity to all kinds of cocktails. Our new ‘Made for More’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open mindedness. It shakes up the brand perceptions and builds on its legacy for a new generation." said Julie Nollet, global chief marketing officer, Hennessy.
Known for partnering with cultural icons, Hennessy brought on board multi-hyphenate US star Teyana Taylor and breakthrough British Nigerian Actor Damson Idris, to star in the campaign. In a series of films directed by Andreas Nilsson, the celebrities are captured effortlessly putting Hennessy twists on different mixology staples such as the margarita, mojito and highball. About working together with the talent, Nilsson comments “Damson Idris and Teyana Taylor are two artists who are exploding at the moment and I wanted to make sure we captured their essence. Even when he’s playing, Damson exudes style! And Teyana is just the epitome of cool. I think these qualities shine through in spades and fit perfectly with this new direction for Hennessy.”
They also worked with acclaimed photographer Micaiah Carter to celebrate the finished drinks. “Partnering with Hennessy and W+K for this campaign alongside Teyana Taylor and Damson Idris has inspired me immensely. Together, we've created immersive worlds that seamlessly blend culture with the essence of Hennessy. It's a collaboration that visually captivates and resonates deeply with the spirit of this next era. I'm truly honored to have brought this vision to life. It is one of my favorite collaborations yet.” The iconic print and out-of-home visuals shot by Carter will be rolling out in cities including New York, Miami, Los Angeles, London and Berlin.
Commenting on the partnership with W+K, Julie Nollet goes on to say, “Maison Hennessy has a rich history that spans over 250 years and 160 countries around the world. As such, we seek creative partners that not only understand where our brand has been globally, but where it is going. Wieden+Kennedy is that partner for us. The agency has a successful track record of developing and implementing creative ideas that penetrate culture locally while being globally consistent. And this first work we’ve created together with them demonstrates just that.”
The campaign launches globally on 8th April, and will be popping up during the festival season, with dedicated spaces, starting with Dreamville Festival, an outdoor multi-stage music festival curated by J. Cole and his Dreamville team on April 6th & 7th.
