Cognac brand Hennessy is releasing their four-minute film The Seven Worlds directed by Oscar-nominated director Ridley Scott (The Martian, Gladiator). A 60-second version of the film will air during a commercial break on the most prestigious motion picture award night, the 91st Oscars. Ridley brought his futuristic style to showcase that “each drop of Hennessy X.O. is an Odyssey.”
Created in 1870, Hennessy X.O. or “extra old” was the first cognac to be classified as such due to its aging process.
Giant golden men, fiery red skies and an ethereal forest are all parts of the journey through the Hennessy XO’s seven flavor profile. The seven notes materialize into the different realms of Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull and Wood Crunches which all peak into the Infinite Echo.
For the film, Ridley teamed up with former visual effects experts he worked with on cult hits such as Alien and Blade Runner. The composer from All the Money in the World and The Counselor wrote the score for the Hennessy film.
“I was attracted to this project because I was inspired by the potential for art and entertainment to bring this story to life,” Scott said in a statement. “Hennessy has a great product, and I was lucky enough to have the freedom to interpret this and create something amazing. I think people will be stunned when they see the film.”
Last September, the cognac maker disclosed its campaign collaboration with the English filmmaker—an end to his 15-year hiatus from the advertising industry. Initially, the ads were set to be 3D, but now the film is part of an interactive multichannel campaign, not only featuring the movie but a ‘making of,’ behind-the-scenes content and an interview with Ridley Scott.
“It is an honor for Hennessy to partner with a visionary like Ridley Scott,” said Hennessy global CMO Michael Aidan. “This film showcases Ridley’s artistic genius conveying the essence of Hennessy X.O through entertainment that transcends traditional advertising.”
This is not the first time Hennessy partnered with an artist for a campaign. Last summer, the brand worked with Alexandre Farto aka “Vhils” to design a limited “very special collector’s edition” bottle. It was unveiled in December during the Miami Art Festival. One 750ml bottle was valued at $1,000.
Last year, liquor sales rose and revenue growth was up 5.1 percent according to the Distilled Spirits Council. Cognac was one of the key drivers with sales jumping from $250 million to $1 billion. According to the president and CEO of the council, Chris Swonger, the results show millennials tend to favor spirits over beer and wine.
