Hennessy proudly introduces its 2025 Made for More campaign — a cinematic exploration of African cultural pride, togetherness, and creativity, featuring Hennessy’s new Ambassador Tems and appearances from Friends of the House, including INNOSS’B, Kabza De Small and Maglera Doe Boy.
Building on the success of the first Made for More chapter last year, Hennessy continues the story by paying homage to the vibrant cultural landscape of the continent, spotlighting the voices, spaces, and collectives that shape its creative spirit.
This launch also marks the official reveal of GRAMMY® Award-winning artist Tems as Global Brand Ambassador for Hennessy — a trailblazing Nigerian artist whose unique blend of R&B, soul, and Afrobeats has captured global attention. This announcement comes just weeks after Hennessy revealed its support for Tems’s new movement, the Leading Vibe Initiative, championing the next wave of African women in music and advocating for greater inclusivity within the 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 showcases the Maison’s vibrant presence, shining a light on the creative energy that defines Africa today. With Tems at the heart and a cast of powerful cultural voices around her, we're proud to celebrate the richness of African cultures, the importance placed on community and the connections that bring us together, all while simultaneously blending music, style and storytelling.”
Through dynamic storytelling, Hennessy’s 2025 Made for More campaign reminds us that we can create moments of pride for culture, celebration and togetherness wherever we are — whether in a community, night club or another space — as long as we share a sense of belonging and a common passion point, whether its art, music or socialising. With Hennessy, every occasion becomes more: more meaningful, more iconic, and more inclusive.
Taking center stage, Tems appears as a powerful force in the campaign’s three club environments — Hennessy Games Club, Hennessy Art Club, and Hennessy Jam Club. Each scene is brought to life with a curated cast of cultural tastemakers, with Tems, who appears dressed in shades of Hennessy red, bold, elegant, and impossible to miss...From music to art and games, the campaign depicts authentic moments of expression, pride, and belonging across the continent, acting as a love letter to Africa’s creativity:
- Hennessy Games Club is a kinetic, playful, and vibrant space where strategy, wit, and street culture collide. Paying homage to the local games found across the continent, the scene unfolds against a bold chequered backdrop, surrounded by game tables and vibrant personalities. At the center, Tems holds centre stage — joined by a dynamic cast including Friend of the House, Congolese rapper INNOSS’B, DJ Flygerian, and Nigerian chess grandmaster Tunde Onakoya. Together, they redefine intellect as performance, transforming games into spectacles and community into celebrations.
- Hennessy Art Club is a surreal, sensory-rich space where artistry, storytelling, and culture intersect. Surrounded by towering sculptures and expressive canvases — from South African street murals to bold Nigerian contemporary works — Tems moves through a dreamlike world shaped by colour, texture, and imagination. She’s joined by visionary creatives including long-time Friend of the House South African rapper Maglera Doe Boy, South African painter Bahaati Simeons, and South African mixed-media artist Buqaqawuli Nobakada — reflecting Africa’s evolving creative identity.
- Hennessy Jam Club is a high-energy space pulsing with sound and soul — a vibrant celebration of rhythm as the language of connection. At its heart is Tems, immersed in a world shaped by music, surrounded by instrumentalists and spectators sharing spontaneous moments of joy. Featuring Friend of the House, South African Amapiano pioneer Kabza De Small, the Jam Club is a tribute to the energy, influence, and global rise of African music.
