Hennessy: advert-body-1 by Droga5
- Location:
Even if you are a cyclist, you may not have heard the name Marshall ‘Major’ Taylor. Cognac brand Hennessy, however, is bringing back the memory of the man who was at one time the world’s best bicycle racer.
Hennessy has launched ‘Major,’ the fifth installment of the brand’s ‘Wild Rabbit’ campaign. The creative, by Droga5, brings to life the spirit of Hennessy’s ‘Never stop. Never settle.’ mantra through the remarkable story of Taylor.
In the late 1890s Marshall ‘Major’ Taylor became the best cyclist of his time, and throughout his career dominated his competition in the US and abroad, despite fighting through blatant racism. He held seven world records by 1898, and in 1899, became the first African-American to win a world championship. As one of the world’s first international sports stars, Taylor became an unrivaled champion.
A 90-second video recreates Taylor’s track racing and tells his story, and how he was never able to find a competitor as driven as himself. It ends with a shot of the Hennessey bottle and the question of “What’s your White Rabbit?”
To further tell Taylor’s story, Hennessy is partnering with ESPN to introduce the pioneering cyclist’s legacy in a short-form documentary with commentary from BMX rider Nigel Sylvester and road cyclist Ayesha McGowan. The film, airing April 22 on ESPN, invites viewers to discover Taylor’s drive, determination, and ongoing quest to pursue his dreams as he broke barriers.
Credits
Client: Moët Hennessy
Agency: Droga5 NY
Creative Chairman: David Droga
Creative Partner: Duncan Marshall
Executive Creative Director: Alexander Nowak
Senior Copywriter: Phil Hadad
Senior Art Director: Marybeth Ledesma
Group Design Director: Rich Greco
Junior Designer: Alison Lee
Junior Designer: Andrew Diemer
Technologist: Chloe Karayiannis
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Ramon Jimenez
Strategy Directors: Ben Brown
Strategists: Midori McSwain
Head of Communications Strategy: Colleen Leddy
Communications Strategy Director: Delphine McKinley
Communications Strategist: Mariel Milner
Chief Creation Officer: Sally-Ann Dale
Co-Directors of Film Production: Jesse Brihn, Bryan Litman
Associate Director of Film Production: Ruben Mercadal
Associate Producer, Film: Sasha Pace
Music Supervisors: Mike Ladman, Jonathan Hecht
Co-Director of Interactive Production: Justin Durazzo
Producer, Interactive: Alyssa Cashman
Director of Art Production: Cliff Lewis
Associate Director, Art Production, Bianca Escobar
Producer, Art: Frannie Schultz
Director of Print Services: Rob Lugo
Producer, Print: Rose Mahan
Group Account Director: Lindsay Cole
Account Director: Katie Lancaster
Account Manager: Jake Stopper
Associate Account Manager: Kevin Lee
Director of Business Affairs: Jocelyn Howard
Senior Business Affairs Managers: Marcelle Gruman, Ann Marie Turbitt
Associate Counsel: Erica Palaia
Project Managers: Hillary Jordan, Kristin Robinson
Client
SVP, Hennessy, Moët Hennessy USA: Giles Woodyer
Hennessy Global Chief Marketing Officer: Thomas Moradpour
Brand Director, Hennessy VS Black: Marion Daunizeau
Moët Hennessy USA
Global VP Marketing, Hennessy Premium Range: Amanda†Hawk
Brand Manager, Hennessy VS Black: Ryan Chappell
Moët Hennessy†USA
Hennessy Trade Marketing Director: Rachel Li
Moët Hennessy USA
Production Company: Radical Media
Director: Derek Cianfrance
DOP: Roman Vasyanov
Executive Producer: Radical Media, Jim Bouvet
Producer: Tommy Turtle
Production Designer: Ged Clarke
Costume Designer†: Zelda Sellars
1st AD: Dennis Sonin
2nd AD: Mariko Atamanenko
Executive Producer: Radioaktive Film: Darko Skulsky
Head of Production: Radioaktive Film: Sasha Bevka
Key Visual Photographer: Jack Davison
Editorial: The Quarry / Wax
Editor: Paul Watts
Lead Assistant Editor: Drew Balke
Additional Assistant Editors: Audrey Weiner, Jim Robinson
Executive Producer: Wax: Toni Lipari
Executive Producer: The Quarry: Tor Adams
Producer: Wax: Annabelle Cuthbert
Producer: The Quarry: Charlie Morris
Post Production: The Mill
Executive Producer: Melanie Wickham
Senior Producer: Freya Hewett
Production Coordinator: Mia Lalanne
Shoot Supervisors and Creative Directors: Gavin Wellsman, David Fleet
2D Lead Artist: Christoph Schroer
3D Lead Artist: Jasper Kidd
Telecine Company: 3
Senior Colorist: Tom Poole
Assistant Colorist: Jenny Montgomery
Producer: Alexandra Lubrano
Supporting Production Company: Second Child
Photographer: Paul McGeiver
Senior Retouchers: John Ciambriello, Mike Vorrasi, John Clendenen
Retouching Coordinator: Michael Mockler
Music, Main Film: Woodwork Music
Composer: Philip Kay
Producer: Andy Oskwarek, Sam Phillips
Music: Teasers
Artist: Haxan Cloak
Song Title: Hounfour Temple
Sound Design: Q Department
Sound Mix: Sonic Union
Sound Mixer: David Pappa
Marshall 'Major’ Taylor Estate Research: Nickerson Research
Susan Nickerson, Chris Lutz
BTS Film
Directors: Alex Stratienko, Shoot location portion
Brian Lannin: NAS portion