Hennessy Unveils a Vibrant New Campaign Honoring Africa’s Artistic Energy, Music, and Community Spirit
Cognac, France, September 30, 2025 – Hennessy proudly launches its 2025 Made for More campaign, a cinematic tribute to the pride, unity, and innovation thriving within African culture. This edition features the brand’s newly appointed Global Ambassador, Tems, alongside notable Friends of the House such as INNOSS’B, Kabza De Small, Maglera Doe Boy, and chess grandmaster Tunde Onakoya.
Building on its deep-rooted connection with African heritage, Hennessy evolves its image beyond a traditional emblem of achievement and elegance. The Maison now embraces a wider narrative that celebrates the ingenuity, inclusiveness, and pride of Africa’s youth, highlighting the diverse ways they express joy and identity today.
This campaign also marks the official introduction of Tems, the Grammy® Award-winning Nigerian singer-songwriter, as Hennessy’s Global Brand Ambassador. Known for her distinctive fusion of R&B, soul, and Afrobeats, Tems has captivated audiences worldwide. This announcement follows Hennessy’s recent endorsement of Tems’s Leading Vibe Initiative, a movement dedicated to empowering emerging African female musicians and promoting inclusivity within the music industry.
Vincent Montalescot, Hennessy’s Global Chief Marketing Officer, shared, “The new chapter of Made for More boldly extends our brand’s essence, celebrating Hennessy’s adaptability across cultures, moments, and communities – a timeless icon that resonates deeply with Africa’s new generation. This campaign illuminates the vibrant creative pulse of the continent today. With Tems at the forefront and a collective of influential cultural figures, we proudly honor Africa’s rich heritage, the value of community, and the bonds that unite us, all while weaving together music, fashion, and storytelling.”
Through compelling narratives, the 2025 Made for More campaign emphasizes that moments of cultural pride, celebration, and connection can be created anywhere – whether in a lively nightclub or a casual gathering spot. The key is sharing a sense of belonging and passion, be it through art, music, or social interaction. With Hennessy, every experience is elevated.
To authentically capture this vision, Hennessy collaborated with British-Nigerian multidisciplinary artist Ebeneza Blanche and Belgian-Ghanaian photographer Kwabena Sekyi Appiah-nti. Both emerging talents from the African diaspora, they bring genuine cultural insight and creativity to the campaign, reflecting Hennessy’s ongoing engagement with Africa’s artistic communities.
Tems takes center stage across three distinct club settings: the Hennessy Games Club, Hennessy Art Club, and Hennessy Jam Club. Each environment is animated by a curated ensemble of cultural influencers, with Tems commanding attention in bold Hennessy red attire – striking, sophisticated, and unforgettable. These scenes celebrate authentic expressions of pride, creativity, and unity throughout Africa, serving as a heartfelt homage to the continent’s artistic spirit:
- Hennessy Games Club bursts with energy, blending strategy, street culture, and playful competition. Inspired by popular games across Africa, this vibrant scene features a striking checkered backdrop, game tables, and lively personalities. Tems leads the charge alongside Congolese rapper INNOSS’B, DJ Flygerian, and Nigerian chess grandmaster Tunde Onakoya, transforming intellect into performance and turning community gatherings into celebrations.
- Hennessy Art Club offers a dreamlike, immersive space where storytelling, visual art, and culture converge. Surrounded by monumental sculptures and vivid canvases-from South African street art to contemporary Nigerian masterpieces-Tems navigates this imaginative realm. She is joined by visionary creatives including South African rapper Maglera Doe Boy, painter Bahaati Simeons, and mixed-media artist Buqaqawuli Nobakada, embodying Africa’s dynamic artistic evolution.
- Hennessy Jam Club pulses with vibrant rhythms and soulful energy, celebrating music as a universal language of connection. At its core, Tems is enveloped by musicians and an enthusiastic crowd sharing spontaneous moments of joy. Featuring South African Amapiano pioneer Kabza De Small, this space honors the powerful influence and global ascent of African music.
Reflecting on the campaign, Tems expressed, “Joining the new chapter of Made for More is deeply meaningful to me. It’s more than just a campaign – it’s a tribute to our identity. African creativity is fearless, bold, and constantly evolving. I’m honored to be part of a project that celebrates our culture, talent, collective spirit, and the vital role of community. Partnering with a brand that truly believes in the future we’re shaping is incredibly empowering.”
INNOSS’B shared, “What I loved about this Hennessy campaign was how natural it felt – just enjoying life, playing games, and savoring my favorite drinks on camera. It didn’t feel like work. The camaraderie behind the scenes was priceless; we connected deeply and now feel like family.”
Kabza De Small added, “Being part of Made for More has been an exciting extension of my journey with Hennessy. Showcasing African talent in this light is vital, and I’m proud to contribute to this moment.”
Maglera Doe Boy reflected, “It was an incredible experience, top-tier and aligned with my world. Seeing so many amazing artists together was inspiring. Overall, it was a 100/10 experience and possibly the largest production I’ve ever been involved in.”
The 2025 Made for More campaign continues Hennessy’s enduring commitment to the arts, building on its century-long presence in Africa and its global legacy of supporting music, street culture, and visual arts. Initiatives like In the Paint and the Leading Vibe Initiative with Tems highlight Hennessy’s dedication to nurturing creators who are shaping the cultural landscape of tomorrow.
This campaign will be showcased through a variety of digital and traditional media formats designed for immersive storytelling and worldwide engagement, including a 30-second flagship film, club-themed edits, social-first videos, and key visuals focusing on groups and products.
About Hennessy
Founded on the pioneering vision of Richard Hennessy over 260 years ago, the brand is present in more than 160 countries while remaining deeply connected to its origins in France’s Charente region. Beyond crafting iconic cognacs, Hennessy embraces cultural collaborations, partnering with visionary artists across design, art, fashion, and music to celebrate diverse creativity. This approach reflects the brand’s multifaceted nature and the versatility of its cognac. Hennessy has maintained a significant presence on the African continent for over a century.
For more information, services, and partnership inquiries, visit Hennessy.com
or follow @Hennessy on Instagram.
Stay updated with the latest from NotJustOk via X and Facebook
0 Comments