Hennessy Kicks Off CNY Celebrations with "Renewal Of Hope"

January 20, 2020

Moët Hennessy Diageo (MHD) Malaysia launched its promotional campaign in conjunction with the upcoming Chinese New Year. As part of its celebrations, the world's best-selling Cognac brand will usher in the year of the rat - which also marks the dawn of a new 12-year-cycle in the Chinese Zodiac calendar with a campaign aptly themed " Renewal of Hope". 


In conjunction with the " Renewal of Hope" campaign, Hennessy collaborates with renowned Chinese artists, Zhang Huan, to honor the beauty of natures' perpetual cycles of renewal through distinctive artwork portraying the brand's eaux-de-vie as a metaphor for the New year. 



"Sphere of Hope" artwork will be featured throughout the campaign and on limited edition bottles specially designed for this New Year Season- takes the form of a resonant dreamscape which exudes glittering radiance and masterful interpretation of the infinite cycle of nature.



Thomas Bouleuc, Managing Director of MHD Malaysia says," Every year, the world's cities shine with red lanterns celebrating the start of the Lunar New Year. It is a celebration of promising new beginnings and of a perpetual movement that Hennessy embraces generously. This is what we wanted to embody in this especially meaningful celebration. It exudes glittering radiance and a masterful interpretation of this infinite cycle of nature."




On the event day, Hennessy also launched "Garden of Hope", a collaboration with renowned Malaysian landscape designer Lim In Chong, popularly known as Inch. The tree installation, specially designed and built by Inch for Hennessy, is a realization of twelve trees, holding individual colored spheres inspired by shades of Zhang Huan's artwork.

Now visitors that visit Plaza Arkadia can experience both Zhang Huan's artwork and the "Garden of Hope" throughout the campaign duration which will end on 8th February 2020. Huan's artwork will also feature Hennessy's promotion and publicity throughout the campaign and on a microsite especially developed by Hennessy for the festivities.

At the microsite, users can 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 these points, users can redeem exclusive Hennessy bottles, free dinners and free drinks at participating restaurants and clubs.

The "Renewal of Hope" campaign will also take on another benevolent facet which will see Hennessy fulfilling the hopes of eight people in the New Year- one from each of eight different categories-health, wealth, relationships, career, self, business, home and travel.

In the true spirit of giving back, Hennessy has specially curated a gift for each category, which will amount to a total giveaway worth RM38,888. More details about this very special initiative can be found on the microsite.

"We have certainly worked very hard and gone all out to make this year's Chinese New Year celebrations a truly exciting and memorable one. We are leaving no stone unturned to not only make celebrations one which creates refreshing experiences; a treat and delight for all the senses," iterated Bouleuc.

More information about Hennessy's "Renewal of Hope" can be found on the campaign's microsite which can be accessed by visiting http://innercirclevip.club/cny2020 .


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