In conjunction with the upcoming Chinese New Year festivities, Moët Hennessy Diageo (MHD) Malaysia launched its promotional campaign for Hennessy. As part of its celebrations, the world’s best-selling Cognac brand will usher in the year of the rat – which also marks the dawn of a new 12-year-cycle in the Chinese zodiac calendar – with a campaign aptly themed “Renewal of Hope”.
In a move truly befitting its theme of “Renewal of Hope”, the campaign saw the collaboration between Hennessy and renowned Chinese artist, Zhang Huan, to honour the beauty of nature’s perpetual cycles of renewal through distinctive artwork portraying the brand’s eaux-de-vie as a metaphor for the New Year.
Titled “Spheres of Hope”, the artwork – which will be featured throughout the campaign and on limited edition bottles specially designed for this New Year season – takes the form of a resonant dreamscape which exudes glittering radiance and a masterful interpretation of the infinite cycle of nature.
“Every year, the world’s cities shine with red lanterns celebrating the start of the Lunar New Year. It is a celebration of promising new beginnings and of a perpetual movement that Hennessy embraces generously. This is what we wanted to embody in this especially meaningful celebration. It exudes glittering radiance and a masterful interpretation of this infinite cycle of nature,” explained Thomas Bouleuc, Managing Director of MHD Malaysia.
As part of the campaign’s launch and to add to its festive celebrations, Hennessy also collaborated with renowned Malaysian landscape designer Lim In Chong, popularly known as Inch, to create the “Garden of Hope”. The tree installation, specially designed and built by Inch for Hennessy, is a realisation of twelve trees, holding individual coloured spheres inspired by shades of Zhang Huan’s artwork.
Visitors to Plaza Arkadia will be able to experience both Zhang Huan’s artwork and the “Garden of Hope” throughout the campaign duration, which will end on 8 February 2020. Huan’s artworks will also feature on Hennessy’s promotions and publicity throughout the campaign and on a microsite specially developed by Hennessy for the festivities.
More information about Hennessy’s “Renewal of Hope” can be found on the campaign’s microsite which can be accessed by visiting http://innercirclevip.club/cny2020.