Hennessy | Canelo

"Respect the Reign" 360 Campaign with Saul Canelo Álvarez

Canelo embodies Hennessy’s brand philosophy “Never Stop. Never Settle.” like no one else. A professional boxer and middle-weight world champion from Mexico, and the youngest of seven brothers…his pursuit of excellence is relentless. This 360 campaign highlights Canelo's story and Hennessy's brand through two TVC spots, a five-part digital documentary series, OOH and print ads and multi-platform social campaigns. 

Role: Creative Director | Client: Hennessy | Agency: Laundry Service

TVC 

The first spot created ran on broadcast, in-area and on social during his Pay-Per-View match-up. 

Short Doc 

This was the first short doc that ran on social in a five-part series on Canelo's multi-faceted life. 

CAMPAIGN RESULTS

5 Billion Campaign Impressions

125M Social Media Impressions

6.8M Video Views