DDB Shanghai and DDB Paris take viewers on a sophisticated seven chapter sensory journey in Hennessy X.O’s new film launching today
DDB Shanghai and DDB Paris work collaboratively to launch a new brand campaign for Hennessy X.O, which aims to make the brand more exciting for a new generation of luxury spirit drinkers.
Showcasing a modern, contemporary, new-lux spirit, the campaign features the tagline “Each drop of Hennessy X.O is an Odyssey. Don’t wait to experience greatness.”
The feature film is directed by acclaimed Cannes film director Nicolas Winding Refn. “I call it a movie. I’m very proud of it. It’s a piece of art. It’s a concept revolution. It’s quite different from a traditional ad.”
It takes viewers through a sophisticated sensory journey, with vivid imageries, rich colours, and a haunting, dynamic score, which underscores the rich brand’s essence. Viewers are taken through seven chapters: Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches, and Infinite Echo, each representing Hennessy X.O’s different textures, notes, moods, and elements.
The entire campaign eco-system is as complex as X.O itself. The film is supported by virtual reality, animated billboards and mobile marketing platforms. It makes this launch one of the most prominent and disruptive in the market, generating exceptional ‘talk value’ in the social media platforms where a young generation of Chinese consumers reside.
“Hennessy X.O has such a long legacy globally and especially in China, one of our biggest markets. We wanted a very distinctive and different approach to reignite the senses and how we tell the story of Hennessy X.O,” said Andrew Khan, Marketing Director of Moet Hennessy Diageo China.
Richard Tan, President and CEO of DDB China Group said, “Hennessy’s revolutionary film creates a modern, new-lux brand sophistication and heightens the mystique in the brand. It invites a ‘now’ generation in China to experience greatness. This consumer group is notoriously difficult to penetrate, but the film has really made a new generation of drinkers sit up and take notice. It has a new world appeal.”
The original X.O. was created by Maurice Hennessy in 1870 for his circle of friends, X.O was born at a turning point in history and introduced a new style of cognac that is bold, rich and complex.