Make Moves That Start Movements, created in partnership with global creative agency Droga5, allows Hennessy to extend its Unfinished Business platform to the NBA, leaning into the power of the league, teams, and players to encourage dynamic moves in support of this ongoing movement. Founder of Hoop York City, Alex Taylor, creating space on the court for women.Literally Balling artist, Victor Solomon, crafting the game beyond the court.Nine-time NBA All-Star Russell Westbrook, designing fashion with purpose.Director Joshua Kissi, spotlighting diverse perspectives through film.From the director, to the stylists, to hero talent, Make Moves That Start Movements features powerful luminaries who are creating new waves and starting new conversations, including: Hennessy’s new film depicts the journey of a basketball to demonstrate the places the game can take us, before pivoting to shine a light on communities that are moving the culture forward. ethos, the game's influence goes well beyond the court to impact communities around the world, serving as the inspiration for Hennessy’s new campaign.” “Led by the actions of players, the league and the larger basketball communities that embody Hennessy’s Never Stop. “The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture,” said Jasmin Allen, senior vice president, Hennessy US. Make Moves That Start Movements will debut during the second round of the 2021 NBA Playoffs and will subsequently roll out across broadcast, digital and social channels. The Lunar New Year is a time when we reflect on the present and look towards a brighter future without hate and racism.Hennessy, the world's best-selling Cognac and Official Spirit of the NBA, WNBA, NBA G League and USA Basketball, amplifies the moves that are taking the game further – both on and off the court – with a new creative campaign starring NBA Icon Russell Westbrook, 'Literally Balling' artist Victor Solomon, and founder of Hoop York City Alex Taylor.

To combat recent hate crimes and violence, Hennessy is proud to work with Tammy Cho from #HateIsAVirus and use the event as a platform to further amplify and address this crisis. Hennessy has a longstanding relationship with Asian and Asian American communities and remains committed to supporting them. With over $5 million in funds already distributed, the long-term program was developed in partnership with the Asian American Business Development Center, among other community organizations, to provide financial and educational resources to Asian, Black, and Latinx-owned small businesses. In this spirit of resilience, Hennessy also pledged an additional $250,000 to support small businesses impacted by the pandemic as part of the brand’s Unfinished Business initiative. Through the event, Hennessy encouraged viewers to join in supporting hard working small businesses that demonstrate these same admirable tenets. The ox represents strength, diligence, and perseverance in spite of challenges.

Unfinished business hennessy