2024 marks an important milestone for Hennessy: the 300th anniversary of its founder, Richard Hennessy. It is an opportunity to reflect on the incredible journey of a man who, from his roots in Ireland, ventured to France and established a Maison that would go on to become one of the most respected names in Cognac.

This celebration is not only a reflection on the past but an invitation to explore the land that shaped Richard’s visionary journey—Ireland. A land of abundance, where freedom and imagination are unbound, where creativity thrives and allows the mind to run free.

Through the creation of the campaign, forceMajeure was commissioned to bring together these narratives into one beautiful story. The intention was to honor Richard Hennessy’s legacy by celebrating his Irish heritage and a life of adventure and resilience, but also to celebrate a modern Ireland—a land of freedom and creativity, incarnated by Maser and Conor Harrington. To bring the campaign to life, we embarked on a two-day shoot in the stunning region of Glendalough in Ireland, a lush, creative landscape that opens the door to imagination. Shot by renowned artist Perry Ogden, the production is a love letter to Ireland. Scenic studies of the Irish vastness are paired with an ephemeral voice-over designed to elevate the expression of the natural world.

We centered the narrative around the idea of interconnectedness—between past and present, tradition and vision, Ireland and Cognac. The campaign unfolds across multiple platforms, from digital and social media to in-store displays, offering an immersive experience that invites consumers to engage with Hennessy’s legacy on a deeper level.

In October 2024, the campaign will culminate in a celebration in Dublin, bringing together the artists, Hennessy enthusiasts, and key stakeholders. This event will serve as the pinnacle of the campaign, celebrating not just the anniversary but the enduring relationship between Hennessy and Ireland, and the artistry that continues to define the brand’s future.