THE IDEA:
Never Stop, Never Settle

Hennessy and NBA announced a global expansion of their partnership, making Hennessy the “Official Spirit of the NBA” worldwide. Hennessy has always been celebrating those who embody the “Never Stop. Never Settle” ethos, that is personified by the players’ unwavering commitment to drive culture forward. The collaboration of the two legendary brands perfectly demonstrate the fearless belief in possibilities.

STRATEGY & EXECUTION:

A full-day event engaged with celebrity faces (Anson Kong and Lokman), lifestyle media and influencers with over 300 attendees as a pre-launch media and influencers day. Successfully created pre-buzz for the weekend pop-up with over 50M+ impression and 500+ postings.

A variety of co-created content was created including CTA, cocktail making to bring out the Hennessy X NBA philosophy: Never Stop, Never Settle.