Hennessy Very Special recently launched the second instalment of its distinctive brand campaign – Never Stop. Never Settle – by focusing on pioneers who are making the creativity of Africa shine.
The impact of African culture on global trends has grown exponentially in recent years, influencing everything from runways to restaurants to radio waves. Never Stop. Never Settle tells the story of individuals who are driving this change, by transforming their creative passions into thriving business ventures, and in so doing, boldly challenge us to see the world through fresh eyes – a world where the old rules no longer apply.
“For over 250 years, Hennessy has celebrated individuals who possess a pioneering spirit,” says Oluwole Awoleke, Brand Manager Hennessy & Spirits Nigeria. “This new generation of entrepreneurs in Africa, their energy, audacious vision of the future and boundless inner confidence, is the essence of the Hennessy message of Never Stop. Never Settle.”
Capturing the pioneering spirit of a new generation of Africans requires a high level of cultural respect and understanding – one which only a brand with 150 years of history in Africa could tap into. Therefore, our cast to bring this new campaign to life is young, vibrant and Pan African.
Nigeria: Kaffy Shafa (Dance), Onye Ubanatu (Photography), Aniete “Aje Filmworks” James (Film)
Kenya: Mutua Matheka (Photography)
South Africa: RIOT (Street Art), Slikour (Music), Bobo Ndima (Fashion).
Ivory Coast: Serge Beynaud (Music).
The campaign delves deep into each of their unique stories to discover how inner drive, confidence, passion and talent can create chain reactions, and unite millions. From digital music start-ups, photography, choreography and film production, these individuals exemplify a generation of innovation and leadership, who break through convention to create a different kind of world.
“It was very important that the cast should not be actors, but of real people who are out there every day, making things happen,” notes Patrick MADENDJIAN, Regional Commercial & Marketing Director, Moët Hennessy Africa and Middle East. “These individuals are not satisfied simply to be the best at what they do, they are constantly seeking new challenges, pushing themselves to newer and higher goals. They want to have a meaningful impact on the continent whilst also being passionate about what they do. They are perfect ambassadors for the Hennessy brand. They truly Never Stop. Never Settle.”
Hennessy’s Never Stop. Never Settle. Campaign will roll out across Nigeria on television and out-of-home from August, with digital stories and content releasing throughout the campaign for consumers to discover more about the creative entrepreneurs featured, and about the world of Hennessy.
For more information about the Hennessy Very Special and the Never Stop. Never Settle. Campaign and the creative entrepreneurs featured, please visit www.hennessy.com.
The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 130 countries.
Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation.
The first wine and spirits house to be certified ISO 14001; Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area.
As the crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre