DDB PARIS, Paris / HENNESSY / 2017
After the initial launch of Hennessy Paradis Impérial in 2010, the brand came to us with the objectives of modernizing the ageing brand image of Hennessy Paradis Impérial while projecting Hennessy’s reputation of excellence and the savoir-faire in order to make Hennessy Paradis Impérial the reference in the luxury spirit category. In addition the business goals was to increase the sales and broaden the reach of Hennessy Paradis Impérial consumers.
The installation is made of a thousand handcrafted shards (in acrylic to enhance the beauty of the caustics), each shard representing a Hennessy eau-de-vie and projecting light caustics. Among them, a robot was trained to find ten higly-engineered crystals (called rever engineered caustics) as a metaphor of the finest eaux-de-vie selected to be part of Hennessy Paradis Impérial blend. The robot inside the installation dramatizes the Master Blender’s action in order to convey the metaphor. Kuka robot has been specially choosen for its ability to move smoothly with emotion like a human-being. Eventually, the whole metallic shape of structure is organic to recall the design of the bottle (cabochon).
ALESSIO KRAUSS, San francisco