Hennessy | Wild Rabbit Campaign
HENNESSY | WILD RABBIT CAMPAIGN
(Inked and developed the largest artist endorsement deal for Erykah Badu with the integrated Hennessy Wild Rabbit Campaign. I managed the relationship with Hennessy and Droga5 by overseeing the business development & endorsement negotiations, artist booking, image & music licensing, publicity efforts, and live appearance management for all the campaign activations.)
In early 2012, Droga5 helped Hennessy V.S. introduce the world to the powerful and mysterious Wild Rabbit by way of an integrated campaign featuring Manny Pacquiao, Erykah Badu, and Martin Scorsese. The Wild Rabbit, representative of humans’ inner drive and ambition, came to life via TV, print and a digital experience saluting those who never stop or settle when it comes to reaching success. In 2013, Droga5 extended that brand ethos via a campaign that starred land-speed world-record breaker Malcolm Campbell and hip-hop artist Nas, highlighting their relentless pursuits of excellence.
Erykah Badu was featured in the “Never stop. Never Settle.” campaign as one of Hennessy’s first Wild Rabbit icons. Erykah had already been involved in Hennessy artistry’s “the Art of Blending”.
Representing Hennessy’s largest marketing investment in its two hundred and forty-seven-year history, the “Wild Rabbit” campaign provides fans with unique and varied ways to learn from their heroes, share their stories of triumph and draw inspiration from like-minded individuals.
To give consumers an early taste of the “Wild Rabbit,” Hennessy has created pop-up installations in New York City, Chicago, and Los Angeles, allowing fans to virtually interact with digital representations of Manny Pacquiao and Erykah Badu and learn more about their Wild Rabbits.
These installations lead to the brand’s launch in New York City on April 5, 2012, where Hennessy will join forces with Martin Scorsese to present $250,000 to the Michael J. Fox Foundation for Parkinson’s Research. In addition, the Foundation will receive all proceeds from silent auctions of special edition prints by campaign photographer Frank Ockenfels III.
Online, Hennessy is quenching fan curiosity by bringing the “Wild Rabbit” campaign to life at http://www.neverstopneversettle.com/. A visually unique, interactive and rich online brand experience, Wild Rabbit chasers will have the opportunity to explore the concept and pick up inspiration along the way. As a reward for their tenacity in the chase, those who venture deeper into the digital rabbit hole can uncover hidden rewards ranging from VIP experiences to event invitations to engagement with Hennessy talent. In addition, users will be able to set a custom soundtrack and download celebrity song lists through Hennessy’s partnership with Spotify.
Hennessy’s “Wild Rabbit” campaign marks the brand’s return to television, where it has not advertised since 2007. The campaign will also be featured in national magazines and on billboards in top markets.
Hennessy is imported and distributed in the U.S. by Moet Hennessy USA, Inc. and is produced by Jas Hennessy & Co., a subsidiary of LVMH Moet Hennessy Louis Vuitton S.A. Hennessy distills, ages and blends a full range of marques, including Hennessy V.S, Privilege V.S.O.P, Hennessy Black, X.O, Paradis and Richard Hennessy.