Hennessy launched a clever campaign earlier in the year called “The Wild Rabbit.” In Cognac, France, where Hennessy is made, rabbits run wild but they’re rarely seen. This became ingrained in the culture of the region via tales that people crafted about them. The elusive wild rabbit was thought to inspire people and drive success. The spirit maker launched an interactive site (neverstopneversettle.com) and video series showcasing music icons, sports legends, film makers, and artists they’ve partnered with as they describe what their “Wild Rabbit” is.
As a follow up to their collaboration with iconic New York aritst KAWS Hennessy recently enlisted the skills another legendary New York street artist, Futura 2000. In association with the project, two impressive short films documenting the artist and his process were produced. He was provided exclusive access to the brand and a hands on course in the delicate process of developing cognac. The experience inspired Futura to draw inspiration from the warm color palette of the spirit. Check out them out below along with the final product. Must get my hands on this bottle along with the KAWS version!