Hennessy - "To a True Original"

Hennessy is officially welcoming global artist (and Jennifer Aniston’s co-star in the upcoming Marry Me movie) Maluma to its family with the launch of two new ads, bringing to life the spirit of the brand’s “Never stop. Never settle.” mantra for Latinx audiences. 

The new 30-second spots, created by Laundry Service, champion and celebrate cultural diversity through family, style and of course, music. The creative is built on the idea that when minds from different communities, creative disciplines and subcultures come together, the rhythm of culture beats new ideas. By mixing styles from across the globe, Maluma and Hennessy are putting their own spin on a rhythm that keeps moving into the future.

In Episode 1: Welcome to the family, which launched over the weekend, Maluma celebrates his Latin culture and the importance of friends and family over a meal alongside the people who matter most to him.

Episode 2: To a True Original, launching today, highlights Maluma’s unique and vibrant style away from everyday trends, and how it largely influences his music that people of all cultures, languages and nations can feel connected to.

The work is running on the brand’s social channels.

Hennessy has a long history of celebrating cultural icons, and embracing the music industry has always been part of Hennessy’s DNA. This new integrated partnership with Maluma is rooted in shared themes of family, originality and dedication to craft. It features support for Maluma’s 11:11 U.S. tour, cross-channel promotions and a special, limited edition collectors’ sunglasses designed by Bristol Studios - all intended to inspire others to “Never stop. Never settle.”

The campaign also features a Maluma inspired cocktail called The 11:11, honoring and encouraging Latinx individuals across the globe to raise a glass.

• 2 parts Hennessy V.S Cognac
• Splash Raw Cane Syrup (or Demerara Syrup)
• 1 dash Smoked Chili Bitters
• 1 dash Angostura Bitters
• Orange Twist

AGENCY: LAUNDRY SERVICE

Head of Laundry Service and Cycle: Jordan Fox

Executive Creative Director: Danny Nunez

Creative Director: Brad Jones

Copywriter: Brandon Greenbaum 

Senior Art Director: Olivia Reid Cooper

Senior Video Creative: Kristina Litvin

Designer: Katrina Lee

VP, Client Services: Randi White

Account Director: Ashley Brereton

Senior Strategist: Kyle Studstill

Social Media Manager: Abel Rodriquez

PRODUCTION: CYCLE 

VP, Production: Bob Brown

Supervising Producer: Negar Shekarchi

Producer: Stefano Pennisi

Producer: Matthew Hause

Line Producer: Kathleen Bailey

Line Producer: Kate Balandina

Production Manager: Andrew Benedict

Production Manager: Shannon Waldon

EDIT: CYCLE
Post Supervisor: Bob Maurer

Editor(s): Ryan Moloney, Davey Cooperwasser + Dylan Padilla