Hennessy: Wild Rabbit
Agency: Droga5
Background
The 2008 recession put an end to conspicuous consumption that had fuelled Hennessy's growth, making the brand seem passé and out of tune with a changed world. The "Wild Rabbit" campaign returned the brand to growth through a campaign that clearly defined Hennessy's purpose. At its core is Hennessy's mantra of "Never stop. Never settle" which embodies the shared values of the brand and the audience. Both are consumed by the relentlessly quest to further their potential, unfazed by setbacks, not blinded by success.
Idea
In 2014 we launched "The Man Who Couldn't Slow...