In March 2018, Hennessy V.S 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 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.
Capturing the pioneering spirit of a new generation of Africans requires a high level of cultural respect and understanding—one that only a brand with 150 years of history in Africa could tap into. The new Hennessy V.S campaign highlights eight real-life creative entrepreneurs from South Africa, Nigeria, Kenya, and Ivory Coast, delving 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.
Developed by award-winning agency DDB° Paris and produced entirely in Africa, the Never Stop. Never Settle. campaign also represents a distinct evolution of visual style and format for the market-leading cognac brand. Still photography, rather than film, was used to tell the brand story—a radical creative approach designed to break away from the traditional advertising norms that dominate the category. A vibrant, colourful palette brings freshness and modernity to the campaign look and feel, while communicating the “electric energy” of the campaign’s core message.