EACH DROP OF HENNESSY X.O IS AN ODYSSEY
Title | EACH DROP OF HENNESSY X.O IS AN ODYSSEY |
Brand | HENNESSY |
Product/Service | HENNESSY X.O |
Category |
A04. VR Experience |
Entrant
|
DDB PARIS, FRANCE
|
Idea Creation
|
DDB PARIS, FRANCE
|
Production
|
STINK Paris, FRANCE
|
Additional Company
|
THE Paris, FRANCE
|
Credits
Alexander Kalchev |
DDB Paris |
Executive Creative Director |
Alexis Benbehe |
DDB Paris |
Creative |
Pierre Mathonat |
DDB Paris |
Creative |
Xavier Mendiola |
DDB Paris |
Agency Supervisor |
Marine Hakim |
DDB Paris |
Agency Supervisor |
Jessica Ferris |
DDB Paris |
Agency Supervisor |
Thomas Moradpour |
Hennessy |
Advertiser's Supervisor |
Antoine Varlet |
Hennessy |
Advertiser's Supervisor |
Aurelie Lim |
Hennessy |
Advertiser's Supervisor |
Khoa Dodinh |
Hennessy |
Advertiser's Supervisor |
Sophie Mégrous |
DDB Paris |
Head of TV |
Martin Mangez |
DDB Paris |
Planner |
Greg Panteix |
Stink |
Executive Producer |
Juliet Naylor |
Stink |
Producer |
Nicolas Winding Refn |
Stink |
Director |
Natasha Braier |
Stink |
DoP |
Joseph Bennet |
Stink |
Production Designer |
Matt Newman |
Stink |
Editor |
Cliff Martinez |
- |
Composer |
Guillaume Raffi |
Nightshift |
VFX producer |
Adrien Servadio |
Nightshift |
Flame Artist |
Dan Tobin Smith |
- |
Photographer |
Stephan Wever
|
Stink |
Director VR experience |
Sophie Gaaloul |
Stink |
Executive Producer VR experience |
The Campaign
To demonstrate the depth and uniqueness of Hennessy X.O. we wrote an oneiric movie that aims to show in a metaphoric and symbolic way its taste.
We decided to visualise how it tastes through seven chapters that define the succession of flavours you will experience. But instead of doing a classical film that is based on logic, we collaborated with Palme d’or winning director Nicolas Winding Refn to imagine a movie as mystical and impactful as the blend of the cognac.
Thus we created a film which goes beyond the codes of traditional luxury and breaks away from classical elegance, expressing instead in a modern way the depth and uniqueness of the X.O. blend.
Creative Execution
The campaign was released at the same time all around the world : the third of march.
Film by Nicolas Winding Refn : TV, Youtube, Facebook, Twitter, Hennessy website, Wechat, Youku.
7 Prints: Magazines, standard outdoor and animated prints in airports all over the world.
360°: Virtual reality experiment and 360 Making-off.
Consumers were invited to live the Virtual Odyssey inspired by the universe of the film in 16 airports.
These 360 films were released through an iOs and Android app, and on Samsung Gear VR market.
7 Limited edition packaging based on the 7 Prints.
A minisite.
A banner campaign based on the animated prints and the film.
The film has been viewed 25.000.000 times, becoming the most viewed luxury ad of the year (source?: Google and Youtube marketing analytics)
80% of positive reviews?; 18% extremely positive (source?: Added Value, qualitative research & new brand campaign analysis)
Media impression worldwide?: 220.000.000
Earned media?: 28.400.000
Because of its price and apparent complexity, Hennessy X.O is intimidating and perceived by most as a spirit reserved
to experts.
Our audience is the well-off whisky drinker who may be attracted by cognac’s sophistication, but still hesitates to enter this new world.
To modernise and democratize Hennessy X.O we decided to illustrate its taste in an unexpected and visionary way. Through seven chapters, you could discover the succession of flavours you experience when you drink it.