Concrete Playground launches Hotel Hennessy
Culture and lifestyle publisher Concrete Playground has partnered with Hennessy for a new campaign that aims to celebrate the iconic Hennessy V.S. as a drink to elevate any social occasion.
The integrated campaign will include digital display elements, the content on site, CP’s owned social channels, influencer social channels and e-newsletter.
The centrepiece of the campaign is Hotel Hennessy — a slick custom-designed content hub complete with interactive ‘elevator’ allowing guests to choose their destination within the virtual space.
Each level of the hotel invites ‘guests’ to discover a number of elevated content experiences, from curated party playlists and the latest recipes for mixing Hennessy, to the hottest private rooms and bars around the country serving it up.
The campaign also features some of Australia’s coolest faces from the worlds of entertainment, music, style and food for a video series about how to elevate your at-home party: musician B WIse, fashion influencer Mel Tan, bartender Charlie Lehmann (Ramblin’ Rascal) and chef/sneakerhead Julian Cincotta (Butter).
Brand manager Hennessy, Moet Hennessy Australia & New Zealand, Emma Walker said: “Hennessy has a proud history of creating unique, out-of-the-box experiences, and Hotel Hennessy is no exception. We are excited to be partnering with Concrete Playground and well-known local talent to push the boundaries of content while we showcase how to step up your summer entertaining with a creative spin.”
Concrete Playground’s editorial director, Suz Tucker commented: “This campaign brings together all the things we love: an iconic brand, a celebration of socialising, and a beautifully designed digital experience for our readers.
We’ve enlisted legends of their respective scenes — like B Wise and Charlie Lehmann — to diversify the audience we’re reaching and cement Hennessy V.S. as a drink that’s not just for high-end rappers and older gents with snifters, but also young social types who love cocktails, parties and entertaining.”
Credits:
Client – Moet Hennessy ANZ
Emma Walker – Brand Manager Hennessy
Creative – Concrete Playground
Nik Addams – Content & Editorial Lead
Suz Tucker – Editorial Director
Samantha Zoratto – Client Service Director
Sophie Crump – Senior Partnerships Manager
Video Producer – Jarrad Shaw
Design partner – Canvas Group
Have your say