hennessy
Be/scene proof of concept |future of nightlife report | home party kit |blends opening concept
Since 2019, Yes Etc has partnered with Hennessy to strategize, consult and curate culturally relevant programming to help expand the brand into nightlife through the reimagined Hennessy Artistry series and the Future of Nightlife project, by developing industry insights, ownable IP, and executing proof-of-concept activations.
To place Hennessy at the helm of Nightlife, Yes Etc conducted a global ethnographic report with our partners at Vibelab to uncover nightlife’s post-pandemic trends. Our breadth of reach and understanding into the nightlife’s global presence has highlighted Yes Etc as the ideal collaborator to guide Hennessy’s entry into the Chinese market through a variety of executions.
For the newest iteration of the The Future of Nightlife project, Yes Etc continues to support Hennessy by developing long-term creative partnerships with new Night Creators around the world to support its strategic expansion and nightlife positioning on a global scale.
BE/SCENE: Proof of Concept
OCTOBER 2019 | House of Yes
856 TOTAL Attendees | 12,340+ Impressions
After a brand immersion and in-depth briefing at the Hennessy Maison in Cognac, Hennessy shared its desire to position itself as leaders in Night Culture.
After three months of ideation and refinement, our concept BE/SCENE was selected as the first Hennessy Artistry proof-of-concept event to be executed and tested in the nightlife market. With a two-month lead time, we set forth and presented BE/SCENE as an all-night public dance experience at House of Yes, positioning Hennessy as innovators in nightlife and testing new activations that would then be refined and introduced to global markets and other Night Creators.
OUR MAGIC
Created BE/SCENE concept with ideation inspired by key objectives and creative brief.
Designed visual identity and holistic guest experience journey from invitation to exit.
Developed BE/SCENE beverage programming, including including bottle service presentations.
Produced branded interactive elements such as our Vibe Ambassadors, Beauty Boutique.
Ideated, designed, & executed Hennessy XO tasting session. connecting sense memories to cognac taste notes to ultimately build meaningful affinity for the product.
Sourced & invited House of Yes BFF list of influencers and micro-influencers for targeted brand exposure, social media amplification and direct feedback.
FUTURE OF NIGHTLIFE: trend REPORT
CULTURAL INSIGHTS for post-pandemic strategies
50 interview participants | Internal report
OBJECTIVE
Aware of our unique ability and access to the leaders of nightlife culture, the Hennessy Maison asked Yes Etc to help develop a program and gain strategic insights into the post-pandemic future by asking a curated collection of Night Creators, “What is the Future of Nightlife.”
In partnership with Mirik Milan of Vibelab, we leveraged a global nightlife network to curate a list of selected culture makers. From there, we conducted one-on-one interviews via zoom to capture real-time insights from experts about nightlife culture and its future. Through this process, we gathered authentic industry insights and developed an in depth report accompanied by a 12-minute recap video to share internally with Hennessy’s marketing leads and help inform Hennessy’s approach for supporting a post-Covid night culture around the world.
OUR MAGIC
Conducted & recorded interviews with over 50 industry experts & creative collectives.
Led two brainstorm sessions with 30 members from Team Hennessy USA to co-create the research’s core narrative.
Created a 100-page post-pandemic report and trend forecast to share with Hennessy’s global marketing teams.
Presented our Future of Nightlife report to key internal stakeholders, including C-Suite global executives.
Wrote, Casted, Directed and Edited a 12-minute recap report summarize our key industry learnings and night culture predictions.
YES + HENNESSY: Party Kit CONCEPT
HOUSE OF YES HOME PARTY KIT |BRANDED PARTNERSHIP
OBJECTIVE
Brought by the success of our BE/SCENE concept, Hennessy tapped Yes Etc to develop new ideas for the Home Party Kit program, to cleverly bring House of Yes’ colorful and clever essence to Chinese luxury consumers hosting in-home celebrations. These kits were designed as a bespoke box set containing Hennessy bottles, cocktail kits with user-friendly dance party activations.
OUR MAGIC
Created branded partnership party kit that captured the essence of the House of Yes experience for a global consumer.
Designed the host and guest experience journey from reservation interface to kit arrival to exit.
Art directed the look & feel of party boxes and cocktail kits.
Developed exciting reveal moments to highlight the artistry and interactivity of House of Yes.
Created activities to inspire self-expression while maintaining awareness of cultural nuance of the target market and consumer.
Blends BY HENNESSY
OPENING PARTY CONCEPT |BRANDED PARTNERSHIP
OBJECTIVE
Hennessy tapped Yes Etc to creative direct a launch event design to unveil its very first conceptualized bar, BLENDS BY HENNESSY located at one of Shanghai’s most iconic landmarks, BUND 18. Breaking the conventional bar stereotypes, BLENDS BY HENNESSY offers an immersive cocktail experience that champions extravagance and an avant-garde lifestyle.
OUR MAGIC
Collaborated with brand directors in Shanghai to develop an event customized for the new bar that captured the essence of the House of Yes experience.
Created concept materials including customer journey outlines and short-list of culturally relevant partners in Shanghai.
Art directed the look & feel of event concept.
Developed exciting reveal moments and live performances to highlight the artistry and capabilities of BLENDS.
Created proposal of programming for branded partnership to deliver ongoing House of Yes experiences and entertainment.
