Hennessy has recently embarked on an exciting new venture with its latest campaign, “Made for More,” spotlighting the diverse ‘mixability’ and fresh appeal of its V.S. cognac. On April 8, 2024, in Cognac, France, this vibrant campaign is a collaboration with US star Teyana Taylor and British-Nigerian actor Damson Idris. Directed by the acclaimed director Andreas Nilsson and captured through the lens of fashion photographer Micaiah Carter, this campaign aims to reshape perceptions and introduce Hennessy to a new generation.
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“Made for More” features a series of five innovative films, each highlighting a unique cocktail that demonstrates the versatility of Hennessy V.S. These films are designed not just to entertain but to educate viewers on the boundless possibilities of mixing with cognac, challenging the traditional ways it is consumed. From a Hennessy-infused margarita to a cognac mojito, the campaign illustrates that the spirit is not just for sipping but also for celebrating diverse and vibrant mixology.
Julie Nollet, Hennessy’s Global Chief Marketing Officer, emphasizes the campaign’s core message: “Our new ‘Made for More’ campaign brings to life the notion of 1+1=3, showcasing 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.”
The campaign is brought to life by Teyana Taylor and Damson Idris, who both personify the effortless elegance and multifaceted nature of Hennessy V.S. Teyana, a multi-talented artist known for her work across music, dance, and fashion, mixes cocktails with a flair that captures her dynamic personality. Her excitement about the campaign is palpable: “I’m super excited to embark upon this journey with my favorite Cognac, Hennessy. Destination: fresh, bright, and invigorating, like any good cocktail should be.”
Damson Idris, celebrated for his role as Franklin Saint in the TV series “Snowfall,” showcases his charming and witty side in the campaign. He reflects on his connection with the brand: “The chance to work with such an iconic brand was one I just couldn’t say no to. The visuals are stylish, the films are fun, it’s magic. It’s cinema.”
Under the direction of Andreas Nilsson, known for his iconic advertisements and music videos, the campaign films are crafted to reflect the stylish and cool essence of both stars. Nilsson remarks, “Damson Idris and Teyana Taylor are two artists who are exploding at the moment and I wanted to make sure we captured their essence. Their qualities shine through in spades and fit perfectly with this new direction for Hennessy.”
The campaign’s visual storytelling is enhanced by Micaiah Carter, whose background in fashion and street photography brings a contemporary and culturally resonant perspective to the visuals. His work will be showcased in major cities like New York, Miami, Los Angeles, London, and Berlin. Carter shares his enthusiasm: “Partnering with Hennessy and W+K for this campaign alongside Teyana Taylor and Damson Idris has inspired me immensely. It’s a collaboration that visually captivates and resonates deeply with the spirit of this next era.”
The “Made for More” campaign also aligns with the festival season, making its debut at the Dreamville Festival, an outdoor music festival curated by J. Cole. This strategic launch not only captures the festive and vibrant spirit of Hennessy but also reinforces its presence in the cultural zeitgeist.
With its rich heritage and forward-thinking approach, Hennessy continues to redefine itself and its appeal to a global audience, proving once again that it is truly “Made for More.”
The cocktails featured in the “Made for More” campaign
They don’t just look good, they taste great too.
Hennessy Marg’ recipe
Ingredients:
- 40ml, Hennessy V.S.
- 20ml, Fresh lime juice
- 15ml, Orange Liqueur
- 5ml, Agave syrup
- 1x, Lime wedge
- Optional: Salt for rim
Steps:
- Add all ingredients in a shaker with ice.
- Shake until chilled.
- Strain into salt-rimmed rocks glass with ice.
- Garnish with a lime wedge.
Hennessy Honey Highball Recipe
Ingredients:
- 45 ml Hennessy V.S.
- 20 ml Honey syrup
- 20 ml Fresh lemon juice
- 90 ml Club soda
- 1 Garnish with Lemon Twist
- Crushed or small ice
Steps:
- Add all ingredients to a glass with ice.
- Stir to combine.
- Garnish with a lemon twist.
Hennessy Pineapple Recipe
Ingredients:
- 45 ml Hennessy Very Special
- 105 ml Pineapple Juice
- 1 Bitters dash
- 1 Lime wedge or any piece of pineapple
Steps:
- Fill a balloon glass with ice, pour in all ingredients.
- Stir to combine.
- Squeeze lime into drink.
- Garnish with a lime wedge.
Hennessy Berry Mojito
Ingredients:
- 40 ml Hennessy V.S.
- 15 ml Fresh lime juice
- 5 Berries and mint
- 15 ml Simple syrup
- 1 Garnish with Mint Spring & Fresh Berries
Steps:
- Muddle fruit, mint and simple syrup in a mixing tin.
- Add remaining ingredients and ice to tin and shake.
- Double strain into collins glass filled with ice.
- Garnish with mint sprig and fresh berries.
Enjoy! Don’t forget to tag us, so we may share on our socials.