Hennessy has announced the launch of its 2025 Made for More campaign, a cinematic tribute to African creativity, pride, and community. The global cognac leader continues its long-standing relationship with African culture through a visual celebration featuring Tems, Hennessy’s newly appointed Global Brand Ambassador, alongside Kabza De Small, Maglera Doe Boy, and INNOSS’B.
Following the success of last year’s first Made for More chapter, this new campaign builds on Hennessy’s dedication to highlighting the continent’s cultural powerhouses. It showcases African voices, collectives, and spaces that continue to inspire global creativity.
The campaign marks the official debut of Tems as the face of Hennessy. The Grammy Award-winning Nigerian artist embodies the essence of innovation and empowerment through her unique blend of R&B, soul, and Afrobeats. This collaboration also reinforces Hennessy’s support of The Leading Vibe Initiative, founded by Tems, which champions African women in music and advocates for greater inclusivity in the creative industry.
“This new Made for More chapter is a bold extension of our brand platform, which celebrates Hennessy’s versatility made to move fluidly across moments, cultures, and communities,” said Vincent Montalescot, Hennessy’s Global Chief Marketing Officer. “This campaign shines a light on the creative energy that defines Africa today, with Tems at the heart of it and a cast of powerful cultural voices around her.”
A Celebration of African Creativity
The 2025 Made for More campaign unfolds through three immersive worlds: the Hennessy Games Club, Hennessy Art Club, and Hennessy Jam Club. Each setting reflects a facet of African culture where music, art, and community come together to create something more meaningful.
In the Hennessy Games Club, Tems appears alongside INNOSS’B, DJ Flygerian, and Nigerian chess grandmaster Tunde Onakoya in a vibrant space inspired by traditional African games. The Hennessy Art Club pays tribute to African visual arts, featuring Maglera Doe Boy, Bahaati Simeons, and Buqaqawuli Nobakada among towering sculptures and expressive canvases. Finally, the Hennessy Jam Club celebrates music as a universal language, with Kabza De Small joining Tems in a scene pulsing with rhythm and joy, representing the rise of African music on the global stage.
“Being part of the new chapter of Made for More means a lot to me because it’s more than a campaign. It’s a celebration of who we are,” said Tems. “African creativity is bold, fearless, and always evolving, and I’m proud to be part of something that honors our culture and our sense of community.”
Other featured artists shared similar sentiments. INNOSS’B described the experience as “living life on camera,” while Kabza De Small called the project “an exciting extension of my relationship with Hennessy.” Maglera Doe Boy added, “It was possibly the biggest shoot I’ve seen and been a part of in my life.”
A Legacy of Cultural Collaboration
The Made for More campaign continues Hennessy’s 260-year legacy of blending craftsmanship with culture. From music and street art to design and fashion, Hennessy has long supported artists across the world and has maintained a strong presence in Africa for over a century. Through initiatives like In the Paint and The Leading Vibe Initiative, Hennessy remains committed to empowering the next generation of creative talent.
The 2025 campaign will roll out globally through digital films, social-first content, and visual storytelling designed to celebrate Africa’s creativity and influence on global culture.