| Title | HENNESSCREEN |
| Brand | HENNESSY |
| Product/Service | HENNESSY XO |
| Category |
A03. Video / Moving Image |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
GENERAL POP Pantin, FRANCE
|
|
Production 2
|
GUM Paris, FRANCE
|
Credits
| 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 |
Describe the creative idea
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
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.