Hennessy : Wild Rabbit Print 5
What is your Wild Rabbit?

Editor's Pick
Each one of us has a wild rabbit -- that elusive motivation that drives us to succeed. That theme is the centerpiece of a big, beautiful new campaign for Hennessy from Droga5 New York.
With artfully directed television work by Johnny Green, three separate commercials follow Filipino fighter and congressman Manny Pacquiao, director Martin Scorsese and singer Erykah Badu.
The Pacquiao film, probably the most beautiful one of the lot, was shot in Manila, featuring the fighter going through his regular pre-fight ritual, interspersed with shots of his fans crowding around televisions to cheer him on as he enters the ring. What's his Wild Rabbit? Fighting the fight that really matters.
The campaign also includes a stunning website, NeverStopNeverSettle.com, an immersive online journey through the world of Hennessy through a rabbit hole of sorts. Fans can learn about the motivations of these famous people, as well as share their own white rabbits and get access to Hennessy events.
The Wild Rabbit is a lore from Cognac, the French town where the drink comes from. Cognac is home to many rabbits, which are rarely seen, making them the driving force behind people's successes. Or so the legend goes.
Check out all the print, commercials (including an extended cut of the Pacqiuao film) and the digital work on the right.
Credits
- Date
- Apr 03, 2012
- Head of Strategy :
- Jonny Bauer
- Senior Vice President, Marketing :
- Rodney Williams
- Creative Director :
- Maja Fernqvist
- Agency Producer :
- Maggy Lynch
- Senior Print Producer :
- Jeannie O'Toole
- Vice President, Marketing :
- Billy Paretti
- Type Artist :
- Craig Ward
- Animator :
- Craig Ward
- Artist Representation :
- Bernstein & Andriulli
- Type Artist :
- Sean Freeman
- Artist Representation :
- LL Reps
- Photographer :
- Frank Ockenfels
- Photographer Agent :
- Eye Forward
- Photographer :
- Robin Broadbent
- Photographer Agent :
- Brydges-Mackinney
- Head of Integrated Production :
- Sally-Ann Dale
- Art Director :
- Alexander Nowak
- Copywriter :
- Feliks Richter
- Executive Creative Director/Production :
- Nik Studzinski
- Executive Creative Director/Production :
- Ted Royer
- Client :
- Hennessy
- Brand :
- Hennessy
- Agency :
- Droga5-New York
- Creative Director :
- Joakim Saul
Need a credit fix? Contact the Creativity Editors
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