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Hennessy and the NBA Make Moves That Start Movements in Campaign from Droga5 NY

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Campaign stars NBA Icon Russell Westbrook, 'Literally Balling' artist Victor Solomon and founder of Hoop York City Alex Taylor

Hennessy and the NBA Make Moves That Start Movements in Campaign from Droga5 NY

Hennessy, the world's best-selling Cognac and Official Spirit of the NBA, WNBA, NBA G League and USA Basketball, amplifies the moves that are taking the game further – both on and off the court – with a new creative campaign starring NBA Icon Russell Westbrook, 'Literally Balling' artist Victor Solomon, and founder of Hoop York City Alex Taylor. Make Moves That Start Movements will debut during the second round of the 2021 NBA Playoffs and will subsequently roll out across broadcast, digital and social channels.

“The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture,” said Jasmin Allen, senior vice president, Hennessy US. “Led by the actions of players, the league and the larger basketball communities that embody Hennessy’s Never Stop. Never Settle. ethos, the game's influence goes well beyond the court to impact communities around the world, serving as the inspiration for Hennessy’s new campaign.”

Hennessy’s new film depicts the journey of a basketball to demonstrate the places the game can take us, before pivoting to shine a light on communities that are moving the culture forward. From the director, to the stylists, to hero talent, Make Moves That Start Movements features powerful luminaries who are creating new waves and starting new conversations, including:

● Director Joshua Kissi, spotlighting diverse perspectives through film

● Nine-time NBA All-Star Russell Westbrook, designing fashion with purpose

● Literally Balling artist, Victor Solomon, crafting the game beyond the court

● Founder of Hoop York City, Alex Taylor, creating space on the court for women

Make Moves That Start Movements, created in partnership with global creative agency Droga5, allows Hennessy to extend its Unfinished Business platform to the NBA, leaning into the power of the league, teams, and players to encourage dynamic moves in support of this ongoing movement. A key aspect in this effort is a multi-year, league-wide partnership that will extend the reach of Unfinished Business and include league-specific activations. Unfinished Business is Hennessy’s initiative providing material support to help Black, Asian and Latinx small business owners in response to inequities exacerbated by Covid-19, with over $5M in funding distributed to-date.

As hero and narrator of Hennessy’s new campaign, Russell Westbrook cements the partnership with a donation towards Unfinished Business. “Two things that have made me who I am today are my drive on the court and inspiring and impacting others beyond the game of basketball,” said Westbrook. “Working with Hennessy, I’m able to continue expanding my legacy to make a meaningful impact and keep inspiring others to Make Moves That Start Movements.”

Hennessy will also offer covetable NBA memorabilia made for game-culture-obsessed fans through local auctions and social giveaways, including items such as Westbrook’s game-worn custom NBA Black History Month warm-up shirts, autographed basketballs and more.

All proceeds will benefit One Hundred Black Men, the Hispanic Federation, and the Asian American Business Development Center in honour of Unfinished Business.

Hennessy will continue to provide sustained, proactive engagement in key markets, working with the NBA and each of its ten partner teams for which it is the Official Spirit, to offset economic and social setbacks in local communities. 

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Agency : Droga5 NY

Co-Chief Creative Officer : Felix Richter

Global Head of Art: Alexander Nowak

Creative Director: Haywood Watkins III

Copywriter: Nate Richards

Art Director: Macaihah Broussard

Associate Design Director : Albie Eloy

Designer : Olivia Piazza

Junior Designer : Kevin McCallum

Associate Director of, Film : Ruben Mercadal

Senior Producer, Film : Samar Zaman

Associate Producer, Film : Hugh Copeland

Senior Music Supervisor : Mike Ladman

Music Supervisor : Sarah Tembeckjian

Director of Business Affairs : Dan Simonetti

Celebrity Talent Relations Lead : Whitney Vose

Senior Business Affairs Manager : Ann Marie Turbitt

Associate Director of Art Production : Bianca Escobar

Executive Producer, Print + Fabrication : Alyssa Dolman

Retoucher : Mike Vorrasi

Retoucher: Natasha Kaser

Retoucher: John Clendenen

Graphics Studio Manager : Michael Mockler

Chief Brand Strategy Officer : Harry Roman-Torres

Strategy Director : Drew Simel

Senior Strategist : Justin Clagette

Group Communications Strategy Director : Delphine McKinley

Senior Communications Strategist : Tattiana Bamba

Group Data Strategy Director : Christina Fieni

Senior Data Strategist : Daria Koren

Group Account Director: Lindsay Cole

Account Director : Jordan Cappadocia

Account Manager: Sydney Golden

Associate Account Manager : Sela Betz

Project Manager : Danielle Gibbons

Client : Moët Hennessy

President & CEO, Moët Hennessy North America : Seth Kaufman

SVP, Hennessy, Moët Hennessy North America : Jasmin Allen

VP Brand Marketing, Hennessy : Derek Ruediger

Senior Brand Director, Hennessy : V.S

Brand Director, Hennessy V.S.O.P : Isadora Bailly

Brand Director, Hennessy X.O & Innovations : Rachel Li

Global President & CEO, Hennessy : Laurent Boillot

Global CMO, Hennessy : Julie Nollet

Global VP Marketing, Hennessy Premium Range : Amanda Hawk

Global VP Marketing, Hennessy Super Premium : Bertrand Landreau

Global VP Marketing, Prestige Brands : Emmy Aoun Gestin

Production Company : Divison7

Director : Joshua Kissi

DOP : Logan Triplett, Minka Farthing-Kohl

Ex. Producer : David Richards, Kamila Prokop

Producer : Luigi Rossi

Photographer : Joshua Kissi

Editorial : Cut + Run

Editor : Jonnie Scarlett

Assistant Editor : Chris Hilk

Managing Director : Lauren Hertzberg

Producer : Hope DuHaime

Post Production : The Mill NY

Executive Producer : Mandy Harris

Associate Producer : Katharine Mulderry

CD : Gavin Wellsman

Colorist : Michael Rossiter

Color Producer : Evan Bauer

2D Leads : Andre Vidal, Taner Besen

2D Team : Jeff Robins, Tara Holldand, Kieran Hanrahan, Kshitij Khanna,

Hailey Akashian

Finish : Anton Anderson

Music House : Found Objects

Executive Creative Director : Trevor Gureckis

Executive Creative Director : Jay Wadley

Creative Director : Ben Marshall

Creative : Adam Weiss

Executive Producer : Jennie Armon

Head of Production : Matt Nelson

Producer : Katt Matt

Producer : Nick Chomowicz

Associate Music Producer : Agatha Lee

Sound House : Wave Studios

Sound Design & Mix : Aaron Reynolds

Executive Producer : Vicky Ferraro

Producer : Eleni Giannopoulous

Genres: Storytelling

Categories: Spirits, Alcoholic Beverages

Droga5 New York, Mon, 07 Jun 2021 14:14:00 GMT