Hennessy Canada is celebrating those who strive for greatness with #ArtOfTheChase, a content series featuring six Canadian creators presented as people who let nothing stand in the way of reaching their goals.
Developed in collaboration with the brand’s Canadian digital agency Republik (the Montreal-based shop won the account last March), the effort promotes Hennessy’s “Very Special Limited Edition” bottle. Designed by American contemporary artist Ryan McGinness, the bottle features a silver label and glow-in-the-dark ink.
The series features creators including Daymon Green, co-owner of clothing boutique Community 54; Adrian Forte, executive chef at Toronto-based The Dirty Bird Chicken + Waffles; and Tamon George, director of content strategy at U.S.-based ad agency Creative Theory. It details each individual’s path to greatness and aims to inspire others to do the same.
Hennessy is using #ArtOfTheChase to focus on “one of the pillars of the brand, which is the conqueror mindset, the drive to conquer and to accomplish,” said Jean-Philippe Shoiry, creative strategist and partner at Republik.
“We want to use these creators and these community leaders and shine a light on… their drive so that the people that look up to them understand the will and the drive and the energy that it takes to push your goal.
“The takeaway is really to inspire the Hennessy Canada community and the community of our creators to strive for their own goals and to pursue their passions and dreams with the same kind of energy that these guys do.”
The initiative is being promoted online and across social media via photo portraits, creator interviews and Instagram videos. A short video, tilted “Hennessy – The #ArtOfTheChase” is currently running on YouTube and Facebook, and a microsite, ArtOfTheChase.ca, has also been created. The effort also reached the streets of Montreal and Toronto in the form of glow-in-the-dark stencils on walls designed to mimic the look of the limited-edition bottle.
Havas Media handled the buy, and DDB Canada was responsible for PR.
The campaign, which launched in November, will run as long as supplies of “Hennessy Very Special Limited Edition” last.
