press: hennessy campaign – the fastest selling cognac

“hanjani says that hiring luchford who shot the legendary prada campaign was essential to getting what was needed. ‘when we first proposed luchford there were some reservation about the moodiness of his early work’ he continues ‘but luckily we had smart clients who saw the advantages.’ hennessy is now the fastest-selling cognac, often transcending other conventional liquors used in the past by hipsters.”

positioning hennessy as a mixed spirit was its selling genius, later trailed by all other cognacs. this all originated with the hennessy positioning and advertising campaign. article by lisa lombardi of pdn (photo district news) on the hennessy campaign creatively directed by ucef hanjani and shot by none other than glen luchford. view all work related to this project.