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Hennessy: Manny

What's 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, the first of two commercials follows Filipino fighter and congressman Manny Pacquiao. Director Martin Scorsese and singer Erykah Badu are also featured in the integrated campaign.

The Pacquiao film 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.

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About

Credits
Date
Apr 03, 2012
Agency:
Droga5 New York
Client:
Hennessy
ECD:
Ted Royer
ECD:
Nik Studzinski
Creative Director:
Maja Fernqvist
Creative Director:
Joakim Saul
Copywriter:
Feliks Richter
Art Director:
Alexander Nowak
Head of Integrated Production:
Sally-Ann Dale
Exec. Producer:
Ben Davies
Associate Producer:
Sarah Frances Hartley
Head of Strategy:
Jonny Bauer
Prod. Co.:
Hungryman
Director:
Johnny Green
DOP:
Linus Sandgren
Exec. Producer:
Matt Buels
Exec. Producer:
Kevin Byrne
Producer:
Robert Bray
Editorial:
Speade
Editor:
Sam Sneade
Assistant Editor:
Ellie Johnson
Post Prod:
The Mill
Exec. Producer:
Sean Costelloe
Producer:
Rachel Stones
Colorist:
Fergus McCall
Creative Director:
Dan Williams
Lead CG:
Jeffrey Dates
Flame:
Iwan Zwarts
Flame:
Danny Morris
Character Design:
Tim Haldeen
Composer:
Human
Sound:
Wave
Sound Engineer:
Aaron Reynolds
Sound Engineer:
Joe Mount

See more credits

Category
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