The coming Year of the Rat also marks the dawn of a new 12-year cycle in the Chinese zodiac calendar and Hennessy, the world’s bestselling cognac brand, is celebrating with a campaign aptly themed Renewal of Hope.
The campaign is a 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. 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.
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 12 trees, each holding individual coloured spheres inspired by shades of Zhang Huan’s artwork. Visitors to Plaza Arkadia in Kuala Lumpur will be able to experience both Zhang Huan’s artwork and the Garden of Hope throughout the campaign duration, which ends on 8 February.
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. 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.
More information about Hennessy’s Renewal of Hope can be found here.