Hennessy Film MANNY by Droga5 New York

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Industry Cognac
Media Film
Market United States
Agency Droga5 New York
Released June 2012


Cannes Lions 2012
Film Craft Lions Cinematography Silver

Credits & Description

Type of entry: Film Craft
Category: Cinematography
Advertiser: LVMH
Product/Service: HENNESSY
Agency: DROGA5 New York, USA
Advertiser LVMH
Entrant DROGA5 New York, USA
Type of Entry: Film Craft
Category: Cinematography
Title: MANNY
Advertiser/Client: LVMH
Product/Service: HENNESSY
Entrant Company: DROGA5 New York, USA
DM/Advertising Agency: DROGA5 New York, USA

Brief Explanation
The agency teamed up with the director to launch the massive Wild Rabbit rebranding of Hennessy V.S. The integrated effort introduced the dark and mysterious Wild Rabbit — a metaphor for the never-ending drive to succeed.

In this film, the Wild Rabbit of Manny Pacquiao is subtly depicted as the guiding force behind the athlete’s many successes—from humble beginnings to boxing superstar to congressman in the Philippine parliament. The film features a series of locations in the Philippines, as well as Manny’s original crew and manager.

The film ends by leaving the viewer with a question: What's your Wild Rabbit?