HENNESSY RENEWAL OF HOPE

In conjunction with the Chap Goh Mei CNY festivities, Hennessy launched its promotional campaign themed “Renewal of Hope”.

The collab between Hennessy and renowned Chinese artist Zhang Huan resulted in inspiring artwork of a resonant dreamscape entitled “Spheres of Hope” featured on auspicious-looking limited edition bottles specially designed for the CNY festivities. As part of the campaign, Hennessy also collaborated with renowned Malaysian landscape designer Lim In Chong (Inch), to create the “Garden of Hope”. The tree installation showcases twelve trees with individual coloured spheres inspired by shades of Zhang Huan’s artwork.

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Campaign saw the world’s best-selling cognac brand giving out Mandarin oranges to public, each for a donation of RM1 to the Lost Food Project, with which they could make a “wish” across any of 8 categories – health, wealth, relationships, career, self, business, home and travel – in hopes that they would be granted. Hennessy fulfilled the hopes of 8 lucky participants from each category with gifts altogether amounting to RM38,888.

 

Campaign witness with pop-up store, live band performances, firecrackers light up ceremony, lantern displays, lion dance performance by one of the best troupes in the country, chinese calligraphy, dough figurines pinched and the traditional Chap Goh Mei practice “Lou Kam” activity.