Hennessy and Artist Tems Champion African Creativity in 'Made for More' Campaign

Hennessy has launched its 2025 Made for More campaign - a cinematic exploration of African cultural pride, togetherness and creativity, featuring Hennessy’s new global brand ambassador GRAMMY Award-winning artist Tems and appearances from Friends of the House INNOSS’B, Kabza De Small and Maglera Doe Boy. Created with Hennessy’s global agency of record W+K Amsterdam, the campaign builds on the success of the first chapter of Made for More, this time paying homage to the vibrant cultural landscape of the continent, spotlighting the voices, spaces, and collectives that shape its creative spirit.

“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 whilst simultaneously blending music, style and storytelling.”

Through dynamic storytelling, this campaign reminds us that we can create moments of pride for culture, celebration and togetherness whenever we are in a community - be it in a nightclub or any other club, as long as we share a sense of belonging and a common passion point, whether it's art, music or socialising. With Hennessy, every occasion becomes more. More meaningful, more iconic, more inclusive.

Taking centre stage, Tems appears as a powerful force in the campaign’s three club environments in both film and key visuals - Hennessy Games Club, Hennessy Art Club, and Hennessy Jam Club. Each scene is brought to life in a 30-second hero film (and  additional club focused cutdowns) with a curated cast of cultural tastemakers, in addition to Tems who appear 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.

Speaking about the campaign, Tems said, “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. African creativity is bold, fearless, and always evolving, and I’m proud to be part of something that honours our culture, our talent, our sense of collectivity and the importance we place on community. It’s powerful to partner with a brand that truly believes in the future we’re building.”

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 centre, 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, turning games into spectacle and community into celebration.

Hennessy Art Club is a surreal, sensory-rich space where artistry, storytelling, and culture collide. 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 a cast of 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 - a reflection of Africa’s evolving creative identity.

Last but not least, the 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 with 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.

The campaign is live across Instagram and YouTube, including the 30 second hero film, club focused cutdowns, and other social first films. Additionally, both static and digital out-of-homes have launched in major Nigeria cities such as Lagos, Abuja and Port Harcourt.