HENNESSY Kicks Off CNY Celebrations With “RENEWAL OF HOPE”

In conjunction with the upcoming Chinese New Year festivities, Moët Hennessy Diageo (MHD) Malaysia today 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.
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.
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.

“We have certainly worked very hard and gone all out to make this year’s Chinese New Year celebrations a truly exciting and memorable one. We are leaving no stone unturned to not only make celebration one which creates refreshing experiences; a treat and delight for all the senses,” iterated Bouleuc.
At the microsite, users can find out more about the ongoing events, create their own New Year greetings to share on social media with friends, and play games to collect Kam points. With these points, users can redeem exclusive Hennessy bottles, free dinners and free drinks at participating restaurants and clubs.
The “Renewal of Hope” campaign will also take on another benevolent facet which will see Hennessy fulfilling the hopes of eight people in the New Year – one from each of eight different categories - health, wealth, relationships, career, self, business, home and travel. In the true spirit of giving back, Hennessy has specially curated a gift for each category, which will amount to a total giveaway worth RM38,888. More details about this very special initiative can be found on the microsite.

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.
ABOUT HENNESSY
From its seat in the French region of Cognac and throughout its 250-year history, Hennessy has proudly perpetuated an exceptional heritage based on adventure, discovery and cultivating the best that nature and man can offer. Hennessy’s longevity and success across five continents reflect the values the House has upheld since its creation: the transmission of a unique savoir-faire, the constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and Sustainable Development. Today, these qualities are the hallmark of a House – a crown jewel in the LVMH Group – that crafts some of the most iconic, prestigious Cognacs.

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