Cognac, France, March 12, 2019 /PRNewswire/ – Directed by award-winning director and music producer Maceo Frost, the short features global talent from the worlds of music, photography and fashion
Hennessy, one of the best-selling cognacs in the world and the NBA’s first global Spirit Partner, is pleased to announce the launch of its new campaign “Game Never Stops” to announce, with which the two further expand their partnership worldwide. The new creation celebrates and amplifies the influence that the league, the sport itself and Hennessy have, beyond the game and the court, in so many unique cultural facets of society.
Hennessy’s “Game Never Stops” campaign is presented through a short film developed by creative agency Droga5 New York and directed by award-winning director and music producer Maceo Frost. The campaign tells the story of a sport that started a cultural movement with has created a global impact that extends far beyond the lives of players and spectators.Through his haunting directorial style, Frost shows the impact basketball has on the work of four talents from the music, photography and fashion industries, all from different parts of the world originate from the world.
Hennessy’s Game Never Stops campaign features British musician AJ Tracey, Chinese rapper Masiwei, Paris-based photographer and filmmaker Kevin Couliau and French fashion designer Stephane Ashpool – all visionaries, thought leaders and creative innovators who are passionate about their… Pushing boundaries and being influenced by basketball culture. The short film “Game Never Stops” takes us on a journey around the globe and shows the reach of basketball culture in Africa, Asia, North America and Europe against the background of the countries themselves and of the people who live there – and proves that “Game” is so much more than four quarters on a hardwood floor.
“At Hennessy, we constantly strive to push the boundaries of our expertise, as do our partners in the NBA. It’s this like-minded attitude that has created such a synergy between us that has resulted in a global community of trendsetters from different walks of life and walks of life, all influenced by the culture that Hennessy and the NBA aim to foster,” said Laurent Boillot , President and Chief Executive Officer of Hennessy.
To further underscore the connection between Hennessy and the NBA and the impact both are having on pop culture, Hennessy will continue to collaborate with the four featured talents in the campaign on a number of artistic commissions throughout the global NBA partnership.
With this campaign, Hennessy is committed to spreading the message of “Game Never Stops” and taking its partnership with the NBA to a new and unexplored level. As the NBA Playoffs kick off, Hennessy invites you to join the global conversation, by putting your stamp on and off the pitch.
To learn more and see activations around the world, please visit Hennessy.com and @hennessy #hennessyxNBA
Information about Hennessy
As a leading cognac manufacturer, the House of Hennessy has been shining with its extraordinary blends all over the world for more than 250 years. The brand, based on the conquering spirit of its founder Richard Hennessy, is present in more than 160 countries. Located in the heart of the Charente, Hennessy is also a solid pillar of the regional economy and represents a sector rich in know-how. The house’s success and longevity are rooted in the excellence of its cognacs, each one resulting from a unique process of transmission from generation to generation. As the first wine and spirits company to be ISO 14001 certified, Hennessy brings together its ability to innovate and the support of all its partners to protect this exceptional territory.
As the crown jewel of the LVMH Group, Hennessy makes an important contribution to French foreign trade with an export share of 99% and is a global ambassador of the French way of life.
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Contact:
Nicole Colasanto, [email protected]
Video – www.youtube.com/watch?v=I5dKT_44g_M
Logo – mma.prnewswire.com/media/741217/Hennessy_Logo.jpg
