THE MASTER BLENDER’S QUEST

ClientHENNESSY
Category D04. Spatial Brand Installation & Experience
TitleTHE MASTER BLENDER’S QUEST
Product/ServiceHENNESSY PARADIS IMPERIAL
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Idea Creation 2 MOËT HENNESSY LOUIS VUITTON Paris, FRANCE
Production CARNIBIRD Paris, FRANCE
Production 2 CHEZ JEAN Paris, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Mickaël Jacquemin DDB Paris Art Director
Anne Girod DDB Paris Agency Producer
Sébastien Genty DDB Paris Planning Director
Xavier Mendiola DDB Paris Managing Director
Marine Hakim DDB Paris Deputy Managing Director
Emilie Van den berghe DDB Paris Account Director
Floriane Degouy DDB Paris Account Executive
Thomas Moradpour Hennessy Global SVP/CMO
Olivia Crouan- Giuntini Hennessy Global Brand Director
Camille Bel Hennessy Ultra Prestige International Group Manager
Ersin Han Ersin Marshmallow Laser Feast Director

The Campaign

Created in 2010 by Yann Fillioux, the Hennessy Paradis Impérial blend embodies the craftsmanship and the art of selection inherited from seven generations of Master Blenders. To pay tribute and symbolize the Master Blender’s process and relentless quest for the finest eaux-de-vie, we and the creative studio Marshmallow Laser Feast imagined a unique and cutting-edge installation.

Creative Execution

The installation is made of a thousand handcrafted shards (in acrylic to enhance the beauty of the caustics), each shard representing a Hennessy eau-de-vie and projecting light caustics. Among them, a robot was trained to find ten higly-engineered crystals (called rever engineered caustics) as a metaphor of the finest eaux-de-vie selected to be part of Hennessy Paradis Impérial blend. The robot inside the installation dramatizes the Master Blender’s action in order to convey the metaphor. Kuka robot has been specially choosen for its ability to move smoothly with emotion like a human-being. Eventually, the whole metallic shape of structure is organic to recall the design of the bottle (cabochon).

Indication of how successful the outcome was in the market

Results not available yet. Please note that no quantitive results are expected as it’s a brand image campaign.

In order to build salience and affinity through specific consumers (high-income consumers over 40, well connected and educated who are more interested into the know-how and quality of the product), we orchestrated a 360° campaign with the artistic installation at its core. The campaign delivers the “made of precision” key message through different touchpoints : 1. A serie of exclusive events revealed the artistic installation and gathered influenceurs in Cognac for a full “made of precision” experience 2. A print campaign (in airports and press) to raise awareness 3. An Instagram paid campaign to trigger interest and impress with a “made of precision” wonder 4. A media partnership with New York Times to make savvy audience to discover Hennessy Paradis Impérial through the hook of precision makers 5. Educational videos to know how to taste, drink and preserve the cognac