Cognac, France — Hennessy has launched its highly anticipated 2025 “Made for More” campaign, a cinematic tribute to African cultural pride, togetherness, and creativity. The launch also officially names GRAMMY® Award-winning Nigerian artist Tems as a Global Brand Ambassador for the Maison.
The campaign features Tems alongside Friends of the House, including Congolese rapper INNOSS’B, South African Amapiano pioneer Kabza De Small, rapper Maglera Doe Boy, and Nigerian chess grandmaster Tunde Onakoya.
Tems: A Global Icon for Hennessy
Tems, whose unique blend of R&B, soul, and Afrobeats has captured global attention, now stands at the heart of Hennessy’s new direction. This ambassadorship follows Hennessy’s recently announced support for Tems’s Leading Vibe Initiative, which champions the next wave of African women in music and advocates for greater industry inclusivity.
Vincent Montalescot, Hennessy’s Global Chief Marketing Officer, emphasized the brand’s commitment to Africa’s creative energy:
“This new Made for More chapter is a bold extension of our brand platform, which celebrates Hennessy’s versatility, made to move fluidly across moments, cultures, and communities… With Tems at the heart and a cast of powerful cultural voices around her, we’re proud to celebrate the richness of African cultures, the importance placed on community and the connections that bring us together.”
Tems echoed this sentiment, calling the campaign a celebration of identity: “African creativity is bold, fearless, and always evolving, and I’m proud to be part of something that honors our culture, our talent, our sense of collectivity and the importance we place on community. It’s powerful to partner with a brand that truly believes in the future we’re building.”
Exploring African Creativity
The campaign was brought to life by rising African diaspora creatives: British-Nigerian multidisciplinary artist Ebeneza Blanche and Belgian-Ghanaian photographer Kwabena Sekyi Appiah-nti.
The visuals explore three distinct club environments where African expression thrives:
- Hennessy Games Club: A vibrant space where strategy and street culture collide, featuring Tems, INNOSS’B, and Tunde Onakoya.
- Hennessy Art Club: A surreal, sensory-rich space celebrating African artistry and storytelling, featuring Maglera Doe Boy and South African visual artists.
- Hennessy Jam Club: A high-energy celebration of rhythm and sound, featuring Amapiano pioneer Kabza De Small immersed in music, surrounded by spontaneous moments of joy.
This campaign is the latest expression of Hennessy’s long-standing dedication to the arts across Africa, where the Maison has maintained a presence for over a century.
Source: Africa Publicity
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