Hennessy Pure White
Concept & Art Direction, 2025
Hennessy Pure White has long been a cult favorite. Travelers proudly packed bottles in their suitcases on the way back from their Caribbean holiday and its limited availability was exactly what made it so desirable. We wanted to recapture this magic and mischief of the cognac, establishing Pure White as a Carribbean-only icon.
As a nod to this fun insight we played around travelling codes, using the iconic visual language of airports’ X-Rays to show the not-so-well-hidden treasure inside travellers bags.
We launched our first wave of social assets and OOHs placed at Sangster Bay International Airport in Montego Bay, Jamaica with further rollouts across key Caribbean gateways and major US airports such as JFK and LAX throughout summer 2025.
As a nod to this fun insight we played around travelling codes, using the iconic visual language of airports’ X-Rays to show the not-so-well-hidden treasure inside travellers bags.
We launched our first wave of social assets and OOHs placed at Sangster Bay International Airport in Montego Bay, Jamaica with further rollouts across key Caribbean gateways and major US airports such as JFK and LAX throughout summer 2025.
CREDITS
Agency: W+K Amsterdam
Creative Directors: Evgeny Primavchenko, Zeynep Orbay
Art Director: Sabela Ros, Follen See
Copywriter: Ana Cle, Tyler Andre