When Hennessy introduces a new campaign it can only do it BIG. It’s only fitting for a 257 year old institution and the number one selling Cognac brand in the world. So it goes for the “Wild Rabbit,” a campaign based on the notion of pushing one’s potential to reach new and greater levels of achievement. For that introduction Hennessy enlisted world champion boxer, politician and businessman Manny Pacquiao; and film-making visionary and philanthropist Martin Scorsese.

As Rodney Williams, Senior Vice President, Möet Hennessy USA says, “The campaign redefines what it means to be a luxury brand. We are communicating a value that is at the core of who we are as a brand and which resonates with our consumers: that true success is fueled by the spirit of conquest within you; a drive to never stop and never settle.”

As part of the ongoing campaign Hennessy will launch a new limited edition design of the signature bottle.The job has fallen on the very talented hands of Leonard McGurr, better known as Futura. ‘Lenny,’ as he likes to be called is an influential artist, and one of the pioneers of the graffiti movement dating back to the early seventies. Futura’s style and lettering has made him globally recognized as he continues to develop new platforms where hip hop graffiti and fine art intersect. He has transitioned from subway cars ashis canvas to exhibiting at some of the world’s most renowned galleries. Now as art merges with lifestyle, Futura has designed the next Limited Edition V.S bottle. By bringing his past to the present Futura’s legacy reaches a complete circle.“Hennessy has been around for over 250 years, always pushing the limit, pushing potential.”

To introduce Futura’s collaboration the brand invited a select group of journalists (including ABC News and, of course, HOMBRE) to experience the magic that is Hennessy. After arriving on a private jet to Cognac, France we were given the chance to tour the vineyards, participate in a blending session and witness the arduous labor of creating barrels from scratch.

The visit would not be complete without a stop at the distillery and a tour of the priceless collection of barrels that envelop cognac created hundreds of years ago. The trip included a stay at the Hennessy Chateau, tastings of  exquisite cocktails and multi-course dinners paired with the different spirits from the portfolio: Hennessy V.S, Privilege V.S.O.P, Hennessy Black, X.O, Paradis and Richard Hennessy.

After spending two days in Cognac the private jet was on call to transport us to Paris. Nightlife in the City of Lights is always best when Hennessy is at the table. Making Hotel Crillon—the city’s best hotel—our home base we explored the Louvre and neighborhoods that are virtual outdoor museums with masterful graffiti designs around every corner.

During one of our flights I had the opportunity to speak with the beautiful and charismatic Director of Communications, Jennifer Yu. With her guidance, Hennessy continues to dominate and expand into new markets. As she says, “The Hispanic consumer is very supportive of the brand. They are cognac aficionados. We actually have a Hispanic DJ Collective with dj’s from Miami, New York, Oakland and other cities. And to tie it all back, Futura is obviously Hispanic.” She continues, “Futura represents Art for us, which one of the four pillars of our campaign: art, music, sports and film.”

Speaking about the Wild Rabbit campaign she says, “Hennessy has been around for over 250 years, always pushing the limit, pushing potential. The rabbit embodies the idea of chasing something elusive, something difficult to reach. We chose talent that we felt represented that spirit of never stopping, never settling, always chasing your wild rabbit.

For sports Manny Pacquiao is one of the greatest boxers pound for pound,

for film Martin Scorsese is always innovative, same with music and Erykah Badu,  and for art it’s Futura; so it all comes around.”

The limited edition Hennessy V.S. bottle is now available in U.S. stores and globally starting in October. Futura will undergo a multi-city tour to support the launch.Online, Hennessy is bringing the “Wild Rabbit”campaign to life at www.NeverStopNeverSettle.com  A visually interactive brand experience where Wild Rabbit chasers will have the opportunity to explore the concept and pick up inspiration along the way. As a reward, those who venture deeper into the digital rabbit hole can uncover hidden rewards ranging from VIP experiences to event invitations to engagement with Hennessy talent. In addition, users will be able to set a custom soundtrack and download celebrity song lists through Hennessy’s partnership with Spotify.

All photos courtesy of Hennessy.