Title	HENNESSCREEN
Brand	HENNESSY
Product/Service	HENNESSY XO
Category	C01. Digital & Interactive Design
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	GENERAL POP Pantin, FRANCE
Production 2	GUM Paris, FRANCE

Name	Company	Position
Stéphane Xiberras	BETC	ECD
David Campese	BETC	Copywriter/ACD
Julien Lefevre	BETC	Art Director
Caroline Grimperel	BETC	Art Director
Ulysse Lagriffoul	BETC	Assistant Art Director
Pacôme Gabrillague	BETC	Director/Animation
Sabine Lineres	BETC	Director/Animation
Ugo Gattoni	-	Illustrator/Design character
Karine Grealou	BETC	Art Buyer
Lola Burban	BETC	Art Buyer
Annelise Mallard	General Pop	Post production
Ines Brianceau	General Pop	Post production
Jérémie Vitard	General Pop	Producer
Christophe Caurret	General Pop	Music Creative Director
Florine Perrault	GUM	Producer
Kristina Duff	BETC	Agency Management
Clémence Bedouet	BETC	Agency Management
Jean-Charles Caboche	BETC	Agency Management
Gaelle Perrier	BETC	Agency Management

Background

To celebrate the 150th anniversary of Hennessy XO cognac, and to create a modern storytelling around its tasting, we created a unique experience: Hennesscreen: the first film that can only be viewed through a glass of Hennessy Cognac. While our audience is used to have "everything right now", our objective for the anniversary of our 150 years old XO cognac was to surprise them with something special and push them to question the true value of time. Luxury brands are used to communicating in traditional ways. But we wanted to capture the imagination of the audience with something out of the ordinary, yet completely inseparable to the product: its glass and the 3-minute tasting ritual. So, we wanted to create for the connoisseurs who appreciate the detail and true art of tasting cognac, a new experience through its glass to discover the colours, taste, and textures before drinking it.

Describe the creative idea (40% of vote)

As a brand that takes a century to create one of the most luxurious cognacs on earth, we wanted to celebrate the 150th anniversary of our emblematic XO cognac with our customers and connoisseurs. To reveal the unique spirit of its aromas, we created Hennesscreen, an anamorphic animation film that can only be viewed through a glass of Hennessy cognac. An amorphosis show where all shapes and lines have been specially designed thanks to an optical study to be recomposed through a glass of Hennessy cognac and make it work like a lens. Because one thing that has never evolved is the 3-minute ritual of letting the cognac breathe before taking the first sip. We wanted to create a big impression, that’s why with Hennesscreen, we transformed this waiting time and this century-old ritual into a new experience to explore our XO cognac.

Describe the execution (40% of vote)

Ugo Gattoni is an artist and art director working predominantly with graphite or ink. Ugo’s work is a whirlwind of minute details, dreamlike characters and typography. Thanks to an optical study of the curvatures of the Hennessy glass, its dimensions and the refraction of the cognac, we allowed the glass to function as a lens when subjected to the light projection of the smartphone. From this data Ugo Gattoni then made the design of the anamorphosis. And because it takes 3 minutes to taste Cognac XO, this unique show has a duration that corresponds to the 3-minute ritual of letting the XO breathe before taking the first sip. Hennessy has transformed this waiting time and this century-old ritual into a new experience. To strengthen the link with the product, the storytelling of the film is made around the 4 complementary chapters like the 4 stages of the cognac tasting.

List the results (20% of vote)

Thanks to this experience, we managed to generate - A very good perception of Hennessy among key clients and distributors with 64 000 customer views in 72 countries - +30% sales in all pop-up stores where this unique show was implemented - 580 000 impressions Last but not least, this anamorphosis was perceived as a real piece of art in art fairs such as Art Basel, where Hennessy is not only seen as the official cognac brand but as a real exhibitor.