FB : Hennessy
Thanks for the wonderful invitation, I recently went to Plaza Arkadia in Desa Parkcity on Chap Goh Mei to celebrate Hennessy’s Renewal of Hope finale event as part of their 2020 Chinese New Year campaign.
The campaign finale saw the world’s best-selling cognac brand giving out mandarin oranges to public, each for a donation of RM1, with which they could make a “wish” across any of 8 categories – health, wealth, relationships, career, self, business, home and travel – in hopes that they would be granted.
Hennessy rewarded 8 lucky participants with a prize from each category. The prizes included a Eu Yan Sang voucher (health), jewellery / a voucher from Poh Kong jewelers (wealth), a dining voucher (relationships), admission into a career-building seminar (career), a clothing voucher (self), cash (business), an IKEA voucher (home) and a holiday package (travel). Lending a symbolic touch, the prizes were collectively worth a total of RM38,888, considered in Chinese customs to be a prosperous number.
Taking on a more noble and benevolent approach, Hennessy will channel all donations received in exchange for the kam to the Lost Food Project, Malaysia’s leading food bank towards their efforts in rescuing nutritious surplus food that would otherwise end up in a landfill, and redistributing this food to those who need it most. Meanwhile, the used oranges themselves will be given to GroundControl to promote sustainable energy efforts.
“This is one example of how Hennessy joyfully embraces the local cultures in the countries in which we operate and gives back to the local communities. In this regard, the Renewal of Hope campaign came as part of our commitment to our consumers who have made us the leading Cognac brand in the world, true to our deep heritage and rich tradition of pursuing passion, precision and perfection, which spans back more than 250 years,” said Thomas Bouleuc, Managing Director of MHD Malaysia.
The Renewal of Hope campaign was launched to usher in Hennessy’s Chinese New Year festivities in conjunction with the year of the rat. True to its theme, the campaign saw the 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 was featured throughout the campaign duration and on limited edition bottles specially designed for the festivities – took the form of a resonant dreamscape which exudes glittering radiance and a masterful interpretation of the infinite cycle of nature.
The campaign also saw Hennessy collaborating 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, holding individual coloured spheres inspired by shades of Zhang Huan’s artwork.
Hennessy specially developed a microsite for the festivities, where users could 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 which users could redeem exclusive Hennessy bottles, free dinners and free drinks at participating restaurants and clubs.
More photos at FOOD Malaysia facebook page, a Malaysian food and lifestyle blogger since 2010