Without Your Spirit, It’s Only a Game
A celebration of the fans that make the game
For Hennessy’s partnership with the NBA, we launched ‘Without Your Spirit, It’s Only a Game’, a campaign celebrating everything and everyone who makes the game more than a game.
In the same way that Hennessy is more than just a cognac, we recognize that the NBA is more than a league, it’s a global cultural phenomenon that moves people everywhere. Because when you love it, you pour yourself into it, and contribute to making it expand and grow. This is why people write songs about it, etch team logos in their hair, and chant their favorite players’ names.
Hennessy wanted to celebrate the fans and culture that make the league more than the sum of its parts, so we tapped into facets of spirit that fans can relate to. From intense rivalries to the explosive camaraderie that can only be felt after a game-winning buzzer-beater. For this, we featured signature Hennessy cocktails, the ‘Henny-rita’, ‘Paloma’ and ‘Sonic’ that fans could enjoy in arenas or mix up at home. We also launched three social films, and digital out-of-home rolled out in major airports such as JFK and LAX, and countries including Malaysia and the Philippines.
Hennessy and the NBA have always been pioneers — constantly innovating, tweaking, and striving to be the best. Because of this they both know that when you bring something to the game, you elevate it higher for everyone.
