Fayola Douglas
Sep 27, 2020

WATCH: Hennessy celebrates 150 years with a daytime firework display

Gunpowder and fireworks artist Cai Guo-Qiang staged the global event in celebration of Hennessy XO's 150th anniversary.

Hennessy staged an artistic, daytime firework display from the banks of the Charente River in Cognac, France over the weekend. The event was in celebration of the 150th anniversary of its Hennessy XO Cognac brand.

Artist Cai Guo-Qiang, known for his use of gunpowder and fireworks as an artistic medium, composed the 15-minute fireworks event in three acts that took place mid-day (3pm) on September 25th.

The fireworks were launched from 150 oak barrels symbolising the 150-year history of Hennessy XO, designed as an uplifting event amid the unprecedented context of a pandemic and was live-streamed globally on Hennessy's website, WeChat, Tencent, Facebook and YouTube.

Laurent Boillot, president and chief executive of Hennessy, said: "In these unprecedented times, what has become particularly clear is that we are one interconnected family. At Hennessy, our roots run deep thanks to longstanding relationships reaching back generations.

"Today, from his base in New York City, Cai Guo-Qiang reminds us of those time-honoured bonds with a masterpiece of universal beauty and resonance. On behalf of the Maison Hennessy, it is not only an honour and a privilege to host this artistic event, it is a demonstration of our steadfast commitment to our extended international family."

The full 33-minute video with behind-the-scenes footage may be viewed below.

Campaign UK

Related Articles

Just Published

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

2 days ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.