Hennessy

Chinese New Year has always been a moment of tradition, but Hennessy wanted to go beyond the usual greetings and festivities. As the market leader, the challenge was clear: engage younger audiences without alienating the loyal, older traditionalists. The answer came in reimagining Chap Goh Mei not just as a festival for finding love, but as a modern tradition to renew hope for the year ahead.

The campaign launched as a full 360 experience, weaving together art, culture, and digital play. At its heart was international artist Zhang Huan, whose work gave the idea a sense of gravitas and creativity. Locally, we grounded the story with Ah Kam’s tale, extending the experience through a microsite filled with games, personal greetings, giveaways, and product storytelling. Online and offline, Renewal of Hope gave audiences something fresh to take part in while still feeling deeply rooted in culture.

The impact spoke for itself. Younger audiences responded in force, with the 25–34 age group showing the highest levels of engagement. On socials, Hennessy led the category in interactions, while digital video outperformed benchmarks with a click-through rate six times higher than average. PR buzz was equally strong, delivering value four times greater than expectations. Renewal of Hope didn’t just celebrate the season, it gave it new meaning for a new generation.