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HENNESSY CELEBRATES BASKETBALL'S CULTURAL INFLUENCE ON AND OFF THE COURT AND ITS ONGOING NBA PARTNERSHIP WITH THE LAUNCH OF ITS 'GAME NEVER STOPS' CAMPAIGN
Presented via a short film developed by creative agency Droga5 New York & directed by award winning director and music producer Maceo Frost , the Hennessy 'Game Never Stops' campaign tells the story of a sport that has created a cultural movement with a global impact that goes far beyond the lives of those who play and watch it. Through his immersive directing style Frost showcases the influence basketball has had on the work of four talents within the music, photography, and fashion industries, all yielding from different parts of the world.
Hennessy's 'Game Never Stops' campaign features British musician AJ Tracey, Chinese rapper Masiwei, Paris -based photographer and filmmaker Kevin Couliau, and French fashion designer Stephane Ashpool – all visionaries, tastemakers and creative leaders who are re-drawing boundaries in their fields and have found themselves influenced by basketball culture. As it takes us on a journey across the globe, the 'Game Never Stops' short film showcases the reach of basketball culture across Africa , Asia , North America , and Europe within the settings of the countries themselves and on those who inhabit them – proving that 'game' is so much more than four quarters played on a hardwood floor.
"At Hennessy we constantly strive to push the limits of our expertise as do our partners at the NBA. It's this likeminded attitude that has created such a synergy between us, resulting in a global community of trendsetters from different fields and walks of life, all of whom have been influenced by the culture that Hennessy and the NBA aim to foster," said Laurent Boillot , Hennessy President and Chief Executive Officer.
To further highlight the connection between Hennessy and the NBA and the impact that the two have had on pop-culture, Hennessy will continue to collaborate with the four featured campaign talents on a series of artistic commissions throughout the global NBA partnership.
Hennessy is eager to spread the 'Game Never Stops' message through this campaign, aiming to take its partnership with the NBA to new and unexplored level. As the league tips off the NBA Playoffs, Hennessy invites you to join in the global conversation by continuing to place your stamp on and off the court.
To learn more and see activations around the world, please visit Hennessy.com and @hennessy #hennessyxNBA
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Contact: Nicole Colasanto , nicole.colasanto@northsix.com
Video - https://www.youtube.com/watch?v=I5dKT_44g_M
Logo - https://mma.prnewswire.com/media/741217/Hennessy_Logo.jpg