Fri, 26 Jun 2020 11:10:00 GMT
Hennessy's 'Unfinished Business’ with Covid-19 is a branded initiative that couldn’t have failed to catch our eyes this week. Devised with Droga5 New York, this program has been launched to support entrepreneurs of colour facing financial challenges as a result of the pandemic and help ensure they have the resources needed to get back on their feet. According to research, several communities are bearing a disproportionate share of the health and/or economic consequences of this global crisis and these are the communities that the program is aimed at supporting. Beginning in June, the platform will donate to support small business entrepreneurs, with a vision to continuously replenish funds so that this first donation is not the last. In addition to capital, the program will also provide access to information, educational content and other assets to help safeguard continuity during and after the Covid-19 crisis.
The team at Droga5 has been working hand-in-hand with Hennessy since March to design and build the end-to-end experience from initial strategy and conception to visual language to guide the mechanics of the program and UX of the application site. and teamed up NYC-based filmmaker Haley Anderson, whose work often explores race and the ever-growing class divide, to create the program’s accompanying film 'Unfinished Business’.
To launch the initiative and build awareness, NYC-based filmmaker Haley Anderson, whose work often explores race and the ever-growing class divide, was brought in to craft the program’s accompanying film. Drawing on the history of resilience in these communities, the film’s narrative highlights the fighting spirit driving small businesses to persevere.
This meaningful piece of work is one of six to feature in this week’s Work of the Week. There’s also a celebration of European sport from Budweiser Colombia and MullenLowe SSP3 that required the time to watch A LOT of football, a celebration of being together from TBWA and Travelers, a powerful spot from the LGBT Foundation and The Gate to highlight the increase in LGBTQ abuse during lockdown, and a touring, tiny pub from Clemenger BBDO and Emersons brewery.
Check out the list below.