Droga5, Hennessy Celebrate ‘The Piccards’ in Latest ‘Wild Rabbit’ Effort

By Erik Oster 

Droga5 launched new spots for Hennessy this week celebrating one of the most impressive father-son feats in history as part of its ongoing “Wild Rabbit” campaign.

In 1931, physicist Auguste Piccard became the first man to reach the stratosphere (in a pressurized capsule and balloon). Nearly three decades later, in 1960, his son, Jacques, became the first to reach the deepest part of the ocean.

Droga5 tells the story with visual panache in the 90-second spot, directed by¬†Daniel Wolfe. The spot relies on its stylized visuals to tell the story before finally informing viewers of the details right before its conclusion with the question “What’s your wild rabbit?” and a look at a bottle of Hennessy. While it seems a fair criticism that the action has little, if anything, to do with the brand (while Hennessy has been around since 1765, we’re fairly certain neither of the Piccards brought a bottle along on their respective expeditions), it certainly makes for a memorable and visually impressive ad, the rare 90-second spot that makes the most of its extended runtime. 60 and 30-second versions of the spot, meanwhile, are narrated by Nas.

The part of the Piccard story that resonated strongly with me is the generational bond,” the rapper¬†said in a statement. “My father traveled the world driven by his music and passion. That relentless chase and will to achieve that’s at the heart of Hennessy’s campaign has also helped shape my musical path. It’s in my blood.”

“For the past five years, Droga5 has strived to help the Hennessy brand continue to chase its own Wild Rabbit,” Droga5 global chief strategy officer Jonny Bauer told AdFreak. “In the spirit of The Piccards, the brand refuses to be satisfied and continues to reach for new heights.”


Client: Hennessy V.S
Campaign: Wild Rabbit
Title: The Piccards
Launch Date: 4/16/16

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Alexander Nowak
Creative Director: Felix Richter
Copywriter: Phil Hadad
Art Director: Marybeth Ledesma:
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: David Cardinali
Associate Broadcast Producer: Sam Marx
Global Chief Strategy Officer: Jonny Bauer
Strategy Director: Elaine Purcell
Senior Strategist: Danielle Travers
Senior Strategist: Zack Cohn
Senior Communications Strategist: Delphine McKinley
Executive Group Director:: Steven Panariello
Account Director: Patrick Rowley
Account Supervisor:: Kendra Schaaf
Account Manager: Andrew DeMatos
Associate Account Manager: Rebecca Warren
Project Manager: Dean Farella

Client: Moet Hennessy
CMO & EVP of Brands, USA: Rodney Williams
SVP, Hennessy, USA: Giles Woodyer
SVP, Strategic Marketing, USA: William Paretti
Brand Director: , USA: Allison Varone
International Marketing &: Thomas Moradpour
Communications Director:
Brand Director: Amanda Hawk

Production Company: Anonymous | Somesuch
Director: Daniel Wolfe
Anonymous, Managing Director, Exec Producer: Eric Stern
Anonymous, Executive Producer: SueEllen Claire
Anonymous, Head of Production: Kerry Haynie
Somesuch, Founding Partner: Tim Nash
Somesuch, Founding Partner: Sally Campbell
Director of Photography: Tom Townend
Somesuch, Producer: Lee Groombridge

Special Photography: Chris Parks

Editorial: Cosmo Street | Trim
Editor: Tom Lindsay:
Assistant Editor: Julie Walsh
Assistant Editor: Magda Plugowska
Assistant Editor: Elise Butt
Cosmo Street, Executive Producer: Maura Woodward
Cosmo Street, Producer: Anne Lai

Post Production: The Mill
Senior Exec Producer / Head of Production: Sean Costello
Senior Producer: Nirad ‘Bugs’ Russell
Shoot Supervisor: Jasper Kidd
Shoot Supervisor: Eric Pascarelli
Creative Director, 2D Lead, Joint Head of Prod.: Gavin Wellsman
Creative Director, 3D Lead: Jasper Kidd
2D: Andre Vidal
2D: Ben Kwok
2D: Heather Kennedy
3D Team: Jimmy Gass
3D Team: Laurent Giaume
3D Team: Katie Schiffer
3D Team: Justin Diamond
3D Team: Eshan Parizi
3D Team: Joji Tsuruga
3D Team: Paul Liaw
3D Team: Greg Gangemi
3D Team: Edward Hassan
Matte Painting: Cedric Menard
Design: Sally Reynolds

Music Company: Woodwork Music
Composer: Phil Kay

Sound Design: Q Department
CD, Sound Designer: Drazen Bosnjak
Sound Designer: Jean Baptiste
Sound Designer: Saint Pol
Executive Producer: Zack Rice
Producer: Guin Frehling

Sound Mixing: Sound Lounge
Partner, Engineer: Tom Jucarrone
Engineer: Rob Sayers