radical media
Produtora at JAMM VFX
San Francisco, Estados Unidos
TituloTrue Rival
Agência
Campanha Major
Anunciante LVMH Moët Hennessy - Louis Vuitton S.A.
Marca Hennessy
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Bebidas espirituosas
História Hennessy, the world’s best-selling Cognac, is proud to announce the launch of “Major,” the fifth chapter of the brand’s award-winning “Wild Rabbit” campaign. The creative, which first aired on April 14th, brings to life the spirit of Hennessy’s “Never stop. Never settle.” mantra through the remarkable, yet widely unknown, story of Marshall “Major” Taylor.

In the late 1890s, Marshall “Major” Taylor became the best cyclist of his time, and throughout his career dominated his competition in the U.S and abroad. 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, Marshall “Major” Taylor became an unrivaled champion whose “Wild Rabbit” fueled his search for a worthy adversary, which he never found.

“Marshall ‘Major’ Taylor’s perseverance to achieve new levels of greatness despite adversity is universally inspiring,” said Giles Woodyer, Senior Vice President, Hennessy US. “Hennessy has always been committed to celebrating important cultural moments and sharing the stories that help shape our world. We hope that this remarkable journey of an American hero will inspire others to push the limits of potential--to continue striving, to Never stop. Never settle.”

The campaign was developed in collaboration with long-term partner Droga5 who has been at the helm of the “Wild Rabbit” creative evolution since 2012. This year’s spot draws inspiration from old photographs, books and online resources as well as interviews and Taylor’s self-published autobiography, The Fastest Bicycle Rider in the World. To keep the story authentic, the scenes were shot in one of the world’s few fully operational wooden velodromes.
To further celebrate this story, Hennessy is working with ESPN to share the pioneering cyclist’s legacy in a powerful short-form documentary with commentary from BMX rider Nigel Sylvester and road cyclist Ayesha McGowan. The film, airing April 22nd on ESPN at 3:00pm ET, invites viewers to discover Taylor’s drive, determination, and ongoing quest to break barriers in pursuit of his dreams.

Hennessy is collaborating with contemporary visionaries in music, art, fashion and philanthropy who have been moved by Marshall “Major” Taylor’s story and share his same “Never stop. Never settle.” mentality:

• Long-time Hennessy partner Nas, one of hip-hop's greatest lyricists and an Emmy-winning voiceover artist, lends his voice in the new “Major” TV commercial
• Renowned artist, author and cycling enthusiast Kadir Nelson channels the spirit of the champion in a modern bronze sculpture titled “THE MAJOR,” a rare and exciting departure from the artist’s typical oil paintings
• The National Brotherhood of Cyclists (NBC) and Hennessy align to continue the NBC’s original mission of commemorating Taylor’s legacy and promoting diversity in cycling, via Major Taylor cycling clubs and tribute rides
• Designer Kerby Jean-Raymond of Pyer Moss, known for his original motocross and cycling collection, unveils a bespoke cycling-inspired apparel line titled “MMT 140 x Pyer Moss for Hennessy,” available for purchase in June on PyerMoss.com; a portion of the proceeds from the collection will benefit the NBC

The holistic marketing campaign will continue to roll out across social, mobile and TV throughout 2018.

About the “Wild Rabbit” Campaign
Since 2012, Hennessy’s Wild Rabbit campaign has embraced the theme of pushing one’s potential through the stories of extraordinary individuals whose inner drives pushes them to “Never stop. Never settle.” Now in its fifth iteration, the campaign has featured celebrities like Nas, while also shining light on lesser known historical heroes like Marshall “Major” Taylor.
Tipo de Mídia Televisão e Cinema
Comprimento
Creative Partner
Director executivo criativo
Redator
Director de arte
Group Design Director
Group Design Director Junior Designer
Group Design Director Junior Technologist
Chief Strategy Officer
Group Strategy Director
Diretor de Estratégia
Estrategista
Estrategista Head of Digital Design
Communications Strategy Director
Communications Strategist
Chief Creation Officer
Realizador
Realizador
Associate Director of Film Production
Associate Producer Film
Co-Director of Interactive Production
Interatividade
Director of Art Production
Associate Director Art Production
Producer Art
Director of Print Services
Print Producer
Director de contas
Director de contas
Account Manager
Associate Account Manager
Director of Business Affairs
Business Affairs Manager
Business Affairs Manager
Project Manager
Project Manager
Director de publicidade
Chief Marketing Officer (CMO)
Director de publicidade
Director de publicidade
Brand Manager
Marketing Director
Produtora
Realizador
Director de fotografia
Produtor executivo
Producer
Designer de produção
Costume
Assistant Director
Assistant Director
Produtor executivo
Key Visual Photographer
Empresa de produção
Editor
Assistant Editor
Assistant Editor
Assistant Editor
Produtor executivo
Executive Producer (The Quarry)

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