CAMPAIGN STRATEGY

Giving an NBA partnership the Hennessy treatment

Hennessy lives by the mantra, “Never Stop. Never Settle.” Our challenge was to bring this thought to life in the context of the NBA - announcing Hennessy’s as an official league sponsor and driving relevance with fans of the game.

The insight: More than desire, skill, or athleticism, the ability to see things differently has always pushed the NBA forward.

Steph envisioned that you could shoot from the logo. Sneakerheads envisioned that performance shoes could be fashion statements. Lebron envisioned that a player could be more than an athlete. The capacity to imagine, to believe in what something could become, doesn’t just reflect Hennessy’s “Never stop. Never settle” mentality, it’s what has defined the evolution of basketball and the culture that surrounds it for the past 75 years.

The idea: Celebrate the ‘court vision’ that pushes NBA culture to new heights

We partnered with Victor Solomon - who had just been tapped by the NBA to redesign all of the league’s trophies -  to show what happens when an artist with the same passion as the players uses their mode of expression to push the game forward.

Our “Unshattered” campaign ran throughout the NBA season across TV, OLV, social, in-arena, and radio.