Hennessy Design & Branding WILD RABBIT TEASER by Droga5 New York

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WILD RABBIT TEASER

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Industry Cognac
Media Design & Branding
Market United States
Agency Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Art Director Alexander Nowak
Copywriter Feliks Richter
Designer Ryan Hoelting
Photographer Frank Ockenfels Iii, Robin Broadbent
Released February 2012

Credits & Description

Category: Posters
Advertiser: LVMH
Product/Service: HENNESSY
Agency: DROGA5
Creative Chairman: David Droga (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Executive Creative Director: Nik Studzinski (Droga5)
Creative Directors: Joakim Saul/Maja Fernqvist (Droga5)
Art Director: Alexander Nowak (Droga5)
Copywriter: Feliks Richter (Droga5)
Designer: Ryan Hoelting (Droga5)
Head Of Integrated Production: Sally-Ann Dale (Droga5)
Agency Producer: Maggy Lynch (Droga5)
Senior Print Producer: Jeannie O'toole (Droga5)
Head Of Strategy: Jonathan Bauer/Matt Gardner/Harry Roman (Droga5)
Account Director: Steven Panariello (Droga5)
Account Manager: Lauren Solomon (Droga5)
Type Artist/Animator: Craig Ward
Type Artist: Sean Freeman
Agents: (Ll Reps/Eye Forward/Brydges-Mackinney)
Photographer: Frank Ockenfels
Photographer: Robin Broadbent
Media placement: Five Posters - Throughout New York City - 17 February 2012

Describe the brief from the client
Hennessy was looking for a poster campaign to tease the idea of the Wild Rabbit to their target audience before the full Wild Rabbit campaign launched.

Describe the challenges and key objectives
We needed to design a poster that would be outstanding enough to get people’s attention and intriguing enough to remember it until the launch date.

Describe how you arrived at the final design
The Wild Rabbit is different for everyone. That’s why we asked typographers to find different typographic expressions of their personal Wild Rabbit illustrating the campaign’s tagline “What’s your Wild Rabbit?”

Since the Wild Rabbit is all about pushing the limits of your own potential, we also asked them to push the boundaries of their typography by using materials they had never used before. We ended up with executions made from milk and vinegar, smoke, projections and old typewriters.

Give some indication of how successful the outcome was in the market
The beautiful typography posters appeared on blogs all around the world. At some locations, executions were even cut out and stolen.