To celebrate the 2021/22 (and 75th anniversary season), NBA partner Hennessy expanded its ‘Make Moves That Start Movements’ national US brand platform through the lens of basketball vi a trio of films.
The activation, developed with agency Droga5, debuted during tip-off on 19 October and continued through the month shining a spotlight on three brand ambassadors with string hoops links: players Russell Westbrook and Alex Taylor, plus artist Victor Solomon.
The three endorsers represent different facets of a game – elite playing, community organisations and art/design – to reflect how basketball has become more than just a sport and is now part of culture.
Directed by Joshua Kissi, the three spots aired on television (during games) and also ran across the brand’s digital and social platforms.
The first spot highlights LA Lakers star Westbrook’s ‘Honor The Gift’ fashion line and the point guard’s role as the creative director of this cause-based clothing company and its mission to inspire his community through fashion.
The second spot features artist Solomon crafting a Japanese Kintsugi-style basketball as part of his luxury art initiative called ‘Literally Balling’ which sets out to show the world that art and basketball can live in the same world.
The third is champions Alex Taylor who creates space for women on the basketball court through her collective Hoop York City.
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The campaign was created by Droga5 New York and its release coincided with Hennessy announcing that it has appointed the agency as its lead creative partner for Hennessy’s global NBA partnership work. This expanded remit will sees the alcohol brand and agency develop a new global creative platform across key markets including China, South Africa, UK and Germany which will aim to capture the energy and rising prominence of NBA culture around the world.
The new global campaign built on this platform is planned to roll out during All Star Weekend in February 2022.
It was back in February 2021 that Hennessy and the NBA expanded their partnership globally – making Hennessy the ‘Official Spirit of the NBA’ worldwide.
The multiyear agreement marked the league’s first ever global partnership with a spirits brand and internationalises Hennessy’s original North American relationship with the league which was first announced in February 2020.
Hennessy’s ‘Moves That Start Movements’ initiative launched in June 2021 with work by Droga5 that amplified a diverse cultural journey urging fans to make an impact beyond the basketball court.
Debuting during the 2021 Playoffs, the initiative tipped off with a short film helmed by Division7 Director Joshua Kissi and fronted by nine-time All-Star and former league MVP Russell Westbrook.
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