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Hennessy and DDB Paris tap director Nicolas Winding Refn to create a sensorial
journey for the new Odyssey campaign for Hennessy X.O.
March 14th 2016 | Paris

For their first collaboration, Hennessy and DDB Paris are proud to introduce the Odyssey
campaign: a sensorial journey directed by the celebrated film director Nicolas Winding Refn
(NWR). For the project, the director of Drive was invited to interpret and express a
universally subjective theme: the taste of Hennessy X.O. Reinterpreting impressions
described by Hennessys Comit de Dgustation, DDB Paris and NWR have woven a rich
visual tapestry illustrating the X.O. cognacs taste and feel. The result perfectly depicts the
spirit of the campaigns storyline, Each drop of Hennessy X.O is an odyssey.
True to NWRs mysterious and conceptual artistry, the striking narrative quickly pierces a
smooth veneer and flows through a dreamscape of color, texture and elements such as
water, earth, fire and metal. Through topography of flowing liquid and gentle curves, the
director evokes Hennessy X.Os hidden facets and offers powerful images that capture
such intangible sensations as a cascade of flavors.
Taste is a powerful sense the director Nicolas Winding Refn notes. Experiencing certain
tastes creates the sensation of a journey. The complex flavors in Hennessy X.O excite the
palate and offer rich contour and contrast, opening the door to unique experiences.
Thomas Moradpour, Global CMO of Hennessy said DDB Paris proposed a never seen
concept to celebrate the unique blend of Hennessy X.O, to seduce a new generation of
drinkers and to make Hennessy an iconic brand.
From the very beginning we knew we were looking for a deeper, more symbolic narrative,
said Alexander Kalchev, Executive Creative Director of DDB Paris. Instead of trying to be
very rational about something as abstract as taste, we knew we had to be very visual,
creating images with a stopping power beyond conventional advertising. Therefore, Nicolas
was the perfect choice for this film. His ability to make you not just see, but feel, helped us
stay away from clichs and create something truly unique.
An invitation to awaken the senses
The film articulates seven tasting notes into distinct chapters that flow seamlessly into one
another. While these seven chapters represent the Hennessy X.O Odyssey every
perception varies depending on palate, experiences and vision of each individual.
The seven chapters of the journey are:
Sweet Notes
Rising Heat
Spicy Edge
Flowing Flame
Chocolate Lull
W ood Crunches
Infinite Echo
The Odyssey campaign spots by Nicolas Winding Refn were produced by Stink Paris in 15-,
30-, 60- and 98-second versions and are accompanied by a seven-visual print advertising
campaign by Dan Tobin Smith (DTS Studio London) and additional support in the form of a
digital immersive experience, an animated visual and a 360 making-of1. This virtual reality
version should be experienced using a headset, Google cardboard or the accelerometer of
your phone.

About the Creative Team:

The materials available in each country may vary due to local regulate on on alcohol advertising

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DDB Paris is the global strategic and creative partner of Hennessy since 2015. Alexander
Kalchev, Executive Creative Director led the creative team of DDB Paris and collaborated
actively with the creative team at DDB Shanghai.
Film director Nicolas W inding Refn was born in Copenhagen, Denmark, and raised in
New York. He has written, produced, and directed many classic films including The Pusher
Trilogy, Bronson, Valhalla Rising, Drive, and Only God Forgives. In addition, Nicolas
Winding Refn has directed commercials for upscale brands. Refns most recent feature film,
The Neon Demon, is scheduled for release in 2016.
For the Hennessy X.O Odyssey, Nicolas Winding Refn collaborated with film composer Cliff
M artinez. He is the talent behind the scores of multiple NWR films such as Drive and Only
God Forgives, and has also done the soundtrack for Refns latest film Neon Demon.
The print campaign was orchestrated by the photographer Dan Tobin Smith, a specialist
in installation and still life photography, who has established an important commercial
portfolio in the luxury sector in addition to his personal work and exhibitions such as his
much-noted Alphabet series. This is his first collaboration with Hennessy X.O.
About the 7 tasting notes:
Sweet Notes: The palate is warmly embraced by flavors of candied fruit - the faint
sweetness of oranges fused with the subtle tartness of apricots.
Rising Heat: The intriguing sensation of an intense, rising heat slowly reveals the complex
taste of eaux-de-vie that have patiently aged in oak barrels.
Spicy Edge: A strong spicy note tantalizes the palate with a distinct peppery flavor.
Flowing Flame: A wave of warmth grows, crests and then breaks; the mouth is awash with
the sensation of an immense roundness. A robust presence, full and voluptuous, is felt.
Chocolate Lull: There is the gradual discovery of something familiar. It is the well-rounded
flavour of a rich, dark chocolate. Slightly sweet and silky smooth, it gently caresses the
palate.
W ood Crunches: A striking sensation is suddenly felt the vigorous ebb and flow of oak
notes interlaced with vanilla. With their bold and complex taste, they make their powerful
presence felt and then vanish.
Infinite Echo: The evanescent oak notes leave a long, omnipresent finish in their wake,
echoing the subtleties of each flavour and sensation that has preceded it, as well as the
complexity of X.Os blending and long aging process.
Credits:
Client: Hennessy X.O
Global CMO Hennessy: Thomas Moradpour
Hennessy Brand Director Prestige: Antoine Varlet
International Marketing M anager Prestige: Aurlie Lim
Head of Visual Identity: Khoa Dodinh
Agency: DDB Paris
ECD: Alexander Kalchev
Creatives: Alexis Benbehe, Pierre Mathonat
Head of TV: Sophie Mgrous
Agency Account Director: Xavier Mendiola, Marine Hakim
Senior Account Manager: Jessica Ferris
Production Company: Stink Paris
EP: Greg Panteix
Director: Nicolas Winding Refn
DoP: Natasha Braier
Editor: Matt Newman

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Sound production: The

Composer: Cliff Martinez
Photographer: Dan Tobin Smith
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About Hennessy
From its seat in the French region of Cognac and throughout its 250-year history, Hennessy has proudly perpetuated an
exceptional heritage based on adventure, discovery and cultivating the best that nature and man can offer. Hennessys
longevity and success across five continents reflect the values the Maison has upheld since its creation: the transmission of a
unique savoir-faire, the constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and
Sustainable Development. Today, these qualities are the hallmark of a House a crown jewel in the LVMH Group that crafts
the most iconic, prestigious Cognacs Maison.
About DDB
DDB Worldwide (www.ddb.com) is one of the world's largest and most influential advertising and marketing networks. DDB
has been named Agency of the Year numerous times by the Cannes International Festival of Creativity and the industry's
leading advertising publications and awards shows. The Gunn Report has listed DDB as one of the Top 3 Global Networks
for 12 of the last 15 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and
Exxon Mobil, among others.
Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with
its flagship office in New York, NY.
ABOUT OMNICOM
Omnicom Group Inc. (NYSE OMC) is a leading global marketing and corporate communications company. Omnicoms
branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public relations and other specialty communications services to
over 5,000 clients in more than 100 countries.
Press Contact:
Romana Kugerl, DDB Paris
Email: romana.kugerl@ddbf.fr
Phone: +33 1 53 32 62 35