EACH DROP OF HENNESSY X.O IS AN ODYSSEY

TitleEACH DROP OF HENNESSY X.O IS AN ODYSSEY
BrandHENNESSY
Product/ServiceHENNESSY 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
Name Company Position
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.