The Campaign

Introducing the Hennessy Classivm Unknown Edition. We engaged with the help of Subcrew, a top street fashion collective in Asia on this mysterious venture.

Creative Execution

The socially media is buzzing with what new creation Subcrew is attempting. And in the background we frantically worked with Subcrew on the possibilities of what this packaging could be, trying to make sense of all the consumer inputs. Finally, we dropped an invite to our fans and asked them over to Arkham, one of the hottest clubs in China, for the grand reveal. The limited edition packaging was actually a bicycle bag! And it caught everyone by surprise and delight.

As for the results, over 6000 youth pre ordered the Hennessy Classivm Unknown Edition. With total Impression of 386,327,000, as well as 184,607 video play, 5,178,730 social reach, 397,866 social engagements and 8,840 new fans. But most importantly, we started a dialogue with our consumers, giving them the most playful limited edition product they have ever owned.

For the next 3 weeks, they started engaging the consumers on our behalf, asking some really random questions on social such as: Camo or Checkered? Green or Purple? 2 wheels or 4 wheels? Recycled or Leather? Your face or mine?