Hennessy x Canelo Alvarez

> Title: Respect the Reign
> Role: Creative Development, Social Strategy, Community Management and Engagement, Research

Successful over the last half decade of partnership, Hennessy and Saul ‘Canelo’ Alvarez have boldly embodied the '“Never stop. Never settle” mantra. A non-traditional partnership in the boxing space, where cervezas (beer in Spanish) reign supreme, Hennessy and Canelo were the ideal match made in heaven due to their focuses on family, community, and heritage.

Telling the story of this first-of-its-kind partnership, we set out to highlight Canelo Alvarez in a way no other brand had before, by focusing on not only his love of (and success in) boxing, but his love of family and country. The series we created focused on the enduring relationships that have inspired Canelo's tremendous accomplishments, and his ongoing pursuit to push the limits of his potential. With it, we aimed to tell an emotional story that all consumers could relate to by leveraging Canelo's love of boxing, family, and culture while connecting the "Never stop. Never settle." mantra more deeply to both the Hennessy brand and contemporary culture as a whole.

As part of this program, we produced two spots, a five-part digital documentary series, premium print and out-of-home, and multi-platform social campaigns, in the time that it would normally take to create a single commercial.

Overall, we delivered a full, multi-dimensional 360º marketing campaign that included broadcast, OOH, PR, print, radio, retail (activating in 3000+ locations), social, and a theater partnership—generating over 5 billion impressions. Social media content alone generated over 70M impressions and 3.9M total video views.

After the initial May launch, a limited run brand study on Facebook and Instagram delivered 55.6M impressions and 2.9M video views across platforms in just four weeks and significantly increased ad recall by +7 points.