For a brand with a 250+ year history like Hennessy, it can be tricky to market it to a contemporary audience. So to attract a new generation of cognac drinkers, the brand has launched a new global campaign called ‘Made for more’ that aims to highlight the “infinite possibilities” the spirit offers.

This first piece of work for the brand from Wieden+Kennedy Amsterdam sees the agency produce a series of films showing how any drink or event can be made ‘more’ when you add Hennessy.

The agency brought in director Andreas Nilsson (who recently directed the new Andrex spots) to bring the campaign to life, and to add extra star quality (and youth) the films feature US singer and actor Teyana Taylor and British Nigerian actor Damson Idris.

Whether it’s on perfectly manicured lawns, spotless tennis courts or in pristine galleries, Taylor and Idris are shown adding Hennessy twists to margaritas, mojitos, highballs, and other cocktail classics. Aesthetically, it’s clean and slick and feels like a refreshing change from other heritage drinks brands.

Alongside five films, W+K has also enlisted the talents of US photographer Micaiah Carter to capture the stars and the finished drinks in a series of OOH posters that will be rolled out across New York, Miami, Los Angeles, London and Berlin.

“Together, we’ve created immersive worlds that seamlessly blend culture with the essence of Hennessy,” says Carter. “It’s a collaboration that visually captivates and resonates deeply with the spirit of this next era.”

Credits:
Agency: Wieden+Kennedy Amsterdam
Creative directors: Zeynep Orbay, Gustav von Platen
Art Directors: Anyaa Dev, Christian Baur
Copywriter: Allan Stevenson
Film Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Music: King Lear, Mr Pape
Photography: Micaiah Carter