Hennessy - "The Search"

Droga5

Droga5 New York, Etats-Unis

15897

Marque: Hennessy
Pays: Etats-Unis

Annonceur: LVMH Moët Hennessy - Louis Vuitton S.A.

Titre	The Search
Agence	Droga5
Campagne	Major
Annonceur	LVMH Moët Hennessy - Louis Vuitton S.A.
Marque	Hennessy
Date de première diffusion/publication	2018 / 4
Secteur d'activité	Whisky, gin, vodka...
Synopsis	Hennessy, the world’s best-selling Cognac, is proud to announce the launch of “Major,” the fifth chapter of the brand’s award-winning “Wild Rabbit” campaign. The creative, which first aired on April 14th, brings to life the spirit of Hennessy’s “Never stop. Never settle.” mantra through the remarkable, yet widely unknown, story of Marshall “Major” Taylor. In the late 1890s, Marshall “Major” Taylor became the best cyclist of his time, and throughout his career dominated his competition in the U.S and abroad. He held seven world records by 1898, and in 1899, became the first African American to win a world championship. As one of the world’s first international sports stars, Marshall “Major” Taylor became an unrivaled champion whose “Wild Rabbit” fueled his search for a worthy adversary, which he never found. “Marshall ‘Major’ Taylor’s perseverance to achieve new levels of greatness despite adversity is universally inspiring,” said Giles Woodyer, Senior Vice President, Hennessy US. “Hennessy has always been committed to celebrating important cultural moments and sharing the stories that help shape our world. We hope that this remarkable journey of an American hero will inspire others to push the limits of potential--to continue striving, to Never stop. Never settle.” The campaign was developed in collaboration with long-term partner Droga5 who has been at the helm of the “Wild Rabbit” creative evolution since 2012. This year’s spot draws inspiration from old photographs, books and online resources as well as interviews and Taylor’s self-published autobiography, The Fastest Bicycle Rider in the World. To keep the story authentic, the scenes were shot in one of the world’s few fully operational wooden velodromes. To further celebrate this story, Hennessy is working with ESPN to share the pioneering cyclist’s legacy in a powerful short-form documentary with commentary from BMX rider Nigel Sylvester and road cyclist Ayesha McGowan. The film, airing April 22nd on ESPN at 3:00pm ET, invites viewers to discover Taylor’s drive, determination, and ongoing quest to break barriers in pursuit of his dreams. Hennessy is collaborating with contemporary visionaries in music, art, fashion and philanthropy who have been moved by Marshall “Major” Taylor’s story and share his same “Never stop. Never settle.” mentality: • Long-time Hennessy partner Nas, one of hip-hop's greatest lyricists and an Emmy-winning voiceover artist, lends his voice in the new “Major” TV commercial • Renowned artist, author and cycling enthusiast Kadir Nelson channels the spirit of the champion in a modern bronze sculpture titled “THE MAJOR,” a rare and exciting departure from the artist’s typical oil paintings • The National Brotherhood of Cyclists (NBC) and Hennessy align to continue the NBC’s original mission of commemorating Taylor’s legacy and promoting diversity in cycling, via Major Taylor cycling clubs and tribute rides • Designer Kerby Jean-Raymond of Pyer Moss, known for his original motocross and cycling collection, unveils a bespoke cycling-inspired apparel line titled “MMT 140 x Pyer Moss for Hennessy,” available for purchase in June on PyerMoss.com; a portion of the proceeds from the collection will benefit the NBC The holistic marketing campaign will continue to roll out across social, mobile and TV throughout 2018. About the “Wild Rabbit” Campaign Since 2012, Hennessy’s Wild Rabbit campaign has embraced the theme of pushing one’s potential through the stories of extraordinary individuals whose inner drives pushes them to “Never stop. Never settle.” Now in its fifth iteration, the campaign has featured celebrities like Nas, while also shining light on lesser known historical heroes like Marshall “Major” Taylor.
Type de média	Télévision & Cinéma
Longueur	15 seconds
Partenaire créatif	Duncan Marshall
Directeur de la création	Alexander Nowak
Concepteur / rédacteur	Phil Hadad
Directeur artistique	Marybeth Ledesma
Group Design Director	Rich Greco
Group Design Director	Junior Designer
Group Design Director	Junior Technologist
Responsable de la stratégie	Jonny Bauer
Group Strategy Director	Ramón Jiménez
Directeur des Stratégies	Ben Brown
Stratégie	Midori McSwain
Stratégie	Head of Digital Design
Communications Strategy Director	Delphine McKinley
Communications Strategist	Mariel Milner
Chief Creation Officer	Sally-Ann Dale
Réalisateur	Jesse Brihn
Réalisateur	Bryan Litman
Associate Director of Film Production	Ruben Mercadal
Associate Producer Film	Sasha Pace
Co-Director of Interactive Production	Justin Durazzo
Digital	Alyssa Cashman
Director of Art Production	Cliff Lewis
Associate Director Art Production	Bianca Escobar
Producer Art	Frannie Schultz
Director of Print Services	Rob Lugo
Producteur print	Rose Mahan
Directeur de clientèle	Lindsay Cole
Directeur de clientèle	Katie Lancaster
Responsable de budget agence	Jake Stopper
Associate Account Manager	Kevin Lee
Director of Business Affairs	Jocelyn Howard
Business Affairs Manager	Marcelle Gruman
Business Affairs Manager	Ann-Marie Turbitt
Chef de projet	Hillary Jordan
Chef de projet	Kristin Robinson
Responsable de la publicité (annonceur)	Giles Woodyer
Chief Marketing Officer (CMO)	Thomas Moradpour
Responsable de la publicité (annonceur)	Marion Daunizeau
Responsable de la publicité (annonceur)	Amanda Hawk
Brand Manager	Ryan Chappell
Marketing Director	Rachel Li
Maison de production	radical media
Réalisateur	Derek Cianfrance
Directeur de la photo	Roman Vasyanov
Producteur exécutif	Jim Bouvet
Producteur, maison de production	Tommy Turtle
Chef décorateur	Ged Clarke
Costume	Zelda Sellars
Assistant Réalisateur	Dennis Sonin
Assistant Réalisateur	Mariko Atamanenko
Producteur exécutif	Darko Skulsky
Key Visual Photographer	Jack Davison
Montage	The Quarry
Monteur	Paul Watts
Assistant Monteur	Drew Balke
Assistant Monteur	Audrey Weiner
Assistant Monteur	Jim Robinson
Producteur exécutif	Toni Lipari
Executive Producer (The Quarry)	Tor Adams