Wednesday, April 04, 2012
What is your Wild Rabbit?
Each one of us has a wild rabbit -- that elusive motivation that drives us to succeed. That theme is the centerpiece of a big, beautiful new campaign for Hennessy from Droga5 New York.
With artfully directed television work by Johnny Green, three separate commercials follow Filipino fighter and congressman Manny Pacquiao, director Martin Scorsese and singer Erykah Badu.
The Pacquiao film, probably the most beautiful one of the lot, was shot in Manila, featuring the fighter going through his regular pre-fight ritual, interspersed with shots of his fans crowding around televisions to cheer him on as he enters the ring. What's his White Rabbit? Fighting the fight that really matters.
The campaign also includes a stunning website, NeverStopNeverSettle.com, an immersive online journey through the world of Hennessy through a rabbit hole of sorts. Fans can learn about the motivations of these famous people, as well as share their own white rabbits and get access to Hennessy events.
The Wild Rabbit is a lore from Cognac, the French town where the drink comes from. Cognac is home to many rabbits, which are rarely seen, making them the driving force behind people's successes. Or so the legend goes.
From the day we're born, we're searching.
Often we're not sure what for.
But something calls us onwards.
Something makes us wonder.
Something makes us believe that we'll find an answer.
You might say that life itself is a search.
So, whatever you do, don't stop searching and don't hold back.
Jeep Australia launches a new campaign for the highly-awarded Jeep Grand Cherokee, via Melbourne agency CumminsRoss.The campaign continues the brand's mantra of 'Don't Hold Back' through an illustration of humanity's incurable determination to never stop searching; an insight counterpointed with the Grand Cherokee's positioning as 'The Ultimate Search Engine'. Shot in Melbourne, Chile, Patagonia and Argentina by renowned director/DOP Germain McMicking, and conceived by creative team Ed Howley and Toby Cummings, the commercials were recently premiered as two 60 second and two 30 second spots, with a stirring soundtrack composed by recent TropScore winner, Ben Allen. http://www.bestadsontv.com/ad/43889/Jeep-Traveller