Hennessy was looking for a poster campaign to tease the idea of the Wild Rabbit to their target audience before the full Wild Rabbit campaign launched.

The Wild Rabbit is different for everyone. That’s why we asked typographers to find different typographic expressions of their personal Wild Rabbit illustrating the campaign’s tagline “What’s your Wild Rabbit?” Since the Wild Rabbit is all about pushing the limits of your own potential, we also asked them to push the boundaries of their typography by using materials they had never used before. We ended up with executions made from milk and vinegar, smoke, projections and old typewriters.

The beautiful typography posters appeared on blogs all around the world. At some locations, executions were even cut out and stolen.