Hennessy: NeverStopNeverSettle

What is your Wild Rabbit?

Published on Apr 03, 2012

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,, 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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Apr 03, 2012
Droga5 New York
Ted Royer
Nik Studzinski
Creative Director:
Neil Heymann
Creative Director:
Maja Fernqvist
Creative Director:
Joakim Saul
Feliks Richter
Andrei Khashan
Art Director:
Alexander Nowak
Art Director:
Georges El-Ten
Head of Integrated Production:
Sally-Ann Dale
Executive Producer:
Lindsey Slaby
Senior Producer:
Maggie O'Brien
Head of Strategy:
Jonny Bauer
SVP, Marketing:
Rodney Williams
Director, Digital Marketing:
Montana Triplett
Digital Creative and Production:
Music and Sound Design:

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