Uniting Urban Vanguards
Hennessy is the second most valuable premium spirit in the world, being the drink of choice for American hip hop culture. Launching in Australia in 2018, Taboo was tasked to convert latent equity and cultural cache into a market with low consideration.
Identifying and assembling Australia’s urban elite, we created an immersive brand experience that drove awareness, trial, and talkability of the Hennessey. We teamed up with renowned street photographer Sam Wong to capture campaign content featuring hip-hop artist Manu Crooks, chef Morgan McGlone, tattooist Lauren Winzer, and artist Josh Dean.