Hennessy’s Wild Rabbit campaign was launched by Droga5 New York in 2012 heralded by pop-up installations in NYC and featuring a mysterious digital experience, TVC and print & OOH campaign with boxer, Manny Pacquiao; musician Erykah Badu and filmmaker, Martin Scorsese. The campaign, that asked, “What’s your wild rabbit?”, was the biggest biggest marketing investment that Hennessy had made in its 247 year history.
The wild rabbit exists, but is rarely seen in Cognac, France where Hennessy is made. It has become the subject of myths and legends, and represents humans’ inner drive and ambition – and Hennessy’s relentless pursuit of excellence. Droga5 added the strapline, Never Stop. Never Settle, and the Wild rabbit campaign has since also featured the relentless pursuit of excellence of land-speed world-record breaker, Malcolm Campbell, and hip-hop artist Nas in campaign films and branded content.
In the 2016 campaign, Droga5 features pioneering Swiss family, the Piccards. In 1931, Auguste Piccard became the first explorer to reach the stratosphere. In 1960 his son, Jacques, became the first man to reach the deepest point of the ocean.
The execution makes the ad worth watching and this is the work of Somesuch director, Daniel Wolfe and photographer/cinematographer, Chris Parks.
It interweaves the determination and the emotion linked to achievement of both father and son in an enthralling, cinematic film.