Title | THE SEVEN WORLDS |
Brand | HENNESSY |
Product/Service | X.O |
Category |
A01. Fiction & Non-Fiction Films up to 5 minutes |
Entrant
|
DDB PARIS, FRANCE
|
Idea Creation
|
DDB PARIS, FRANCE
|
Production
|
RSA FILMS London, UNITED KINGDOM
|
Production 2
|
MPC LONDON, UNITED KINGDOM
|
Production 3
|
THE Paris, FRANCE
|
Production 4
|
GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
|
Credits
Alexander Kalchev |
DDB Paris |
Executive Creative Director |
Pierre Mathonat |
DDB Paris |
Creative Director |
Alexis Benbehe |
DDB Paris |
Creative Director |
Xavier Mendiola |
DDB Paris |
Managing Director |
Petya Borisova |
DDB Paris |
Account Director |
Emilie van Den Berghe |
DDB Paris |
Account Director |
Sébastien GENTY |
DDB Paris |
Managing Director |
Geraldine Tixier |
DDB Paris |
Planner |
Quentin Moenne-Loccoz |
DDB Paris |
Agency Producer |
Thomas Moradpour |
Hennessy |
Advertiser Supervisor |
Michael Aidan |
Hennessy |
Advertiser Supervisor |
Antoine Varlet |
Hennessy |
Advertiser Supervisor |
Emmy Aoun Gestin |
Hennessy |
Advertiser Supervisor |
Debbie Garvey |
RSA |
Producer |
Ridley Scott |
RSA |
Director |
Jérôme Alquier |
THE |
Music Supervisor |
Daniel Pemberton |
- |
Composer |
Why is this work relevant for Entertainment?
In the world of spirit dinks the communication landscape is so busy, that we had to change the way we talk about the Hennessy X.O cognac. We wanted to represent its seven tasting notes as an immersive sensorial, sci-fi odyssey. Not show how you have to drink but offer a pure piece of entertainment in the form of a 4 min short film, that could have been a trailer of a feature film.
Background
Although Hennessy X.O is a leader in the cognac category, the drink itself is still behind whiskey and vodka for example. It is a perceived as old fashioned and the younger people do not relate to it.
We had to modernize the brand perception, as well as raise awareness around the brand and also the unique product experience.
Describe the creative idea
Hennessy X.O is one of the world's most prized cognac blends, with its rich and unique taste. A taste made of seven tasting notes. The Seven Worlds is a 4-minute film that embarks viewers on a visual odyssey of the senses.
Each chapter is a world that visually represents a note in a surreal, sensorial and science-fiction narrative.
Each world is brought to life through wondrous and surprising metaphors.
From mysterious miners gathering shimmering golden liquid, human figures walking in the shadows of giants, A.I coming to life through spicy synapses, beings gliding through a fiery atmosphere, through a man meditating amongst levitating chocolate rocks, as a wooden golem is transformed by a flock of birds, each note is brought to life in a beautiful and poetic way.
The climax of the film is an omnipresent nebula, representing the blend of Hennessy X.O, which holds those marvelous worlds together.
Describe the strategy
We wanted to address people through an immersive, breathtaking, surprising images and invite them on a space journey. Yet the whole experience had to be very sensorial and illustrate the tasting qualities of the cognac, which has 7 distinctive tasting notes (Sweet notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches, Infinite Echo).
Describe the execution
The 4 min film was launched on February 11th on Hennessy digital channels(Youtube and Facebook).
A 60 sec cut was aired during the 91st Academy Awards ceremony.
US and China will run the 4 min film in a selected number of cinemas.
Describe the outcome
The 4 min short film has been released on 11th of February on Hennessy digital channels (mainly YouTube). Within the first couple of days of the launch, the campaign had 2M views, 80% of which being organic.
Current total number of views - 27M
51.42% completion rate,
2,9K publications since the launch 11/02 (including retweets & Stories from US Influencers Nas/4,8M followers, Asap Ferg/2,9M Followers , Canelo Alvarez/4,4M Followers)
A 60 sec cut of the film was aired during the 91st Academy Awards ceremony and the major response of the public on social media was extremely positive, saying that the ad should have won an Oscar itself.