Hennessy is stepping into 2025 with purpose, rhythm, and cultural confidence. The iconic cognac house has officially announced its latest chapter of the “Made for More” campaign a visually rich and emotionally charged celebration of African creativity, community, and self expression, led by none other than Tems. More than a brand campaign, Made for More feels like a cultural moment. One that sees Africa not as a trend, but as a creative force influencing global culture in real time.
Tems: The Face of a New Global Vision
At the center of the 2025 campaign is Tems Grammy winning artist, cultural changer, and now Hennessy Global Brand Ambassador. Her appearance is intentional. Tems represents a group of African creators who are totally themselves, globally powerful, and deeply rooted in identity. With her unique voice and quiet confidence, Tems represents the essence of Made for More: pushing higher limits, changing success, and creating space for others to rise with you. This campaign isn’t about individual fame it’s about collective brilliance.
Three Worlds, One Creative Spirit
Hennessy’s Made for More takes place across three active creative spaces, each representing how African culture grows through connection, play, and expression.
The Games Club: Strategy Meets Street Culture
In the Hennessy Games Club, imaginative thinking becomes a shared language. Tems is joined by a lively mix of talent, including Congolese artist INNOSS’B, DJ Flygerian, and Nigerian chess master Tunde Onakoya. Here, games are more than competition they are moments of thinking, rhythm, and community. It’s a statement that African culture celebrates both mental sharpness and street energy, easily blending the two.
The Art Club: Visual Identity in Motion
The Hennessy Art Club is a dreamlike world of color, texture, and meaning. Tems moves through powerful installations alongside South African creatives such as Maglera Doe Boy, visual artist Bahaati Simeons, and multidisciplinary artist Buqaqawuli Nobakada. This space represents Africa’s changing artistic identity bold, layered, and unafraid to challenge views. It shows how African art today speaks both locally and globally, founded in history while always thinking about the future.
The Jam Club: Where Music Becomes a Language
The campaign hits its emotional point inside the Hennessy Jam Club a place driven by rhythm, action, and connection. Tems is joined by Kabza De Small, one of Amapiano’s most powerful pioneers, creating a moment that feels intimate yet universal. Music here is not just sound it’s a shared feeling. A sign that African music continues to influence global dance floors while staying strongly connected to community and storytelling.
More Than a Campaign
What makes Made for More appealing is its message: success is richer when it’s shared. Hennessy doesn’t view itself as an outsider of culture but as a contributor celebrating moments where creativity brings people together across art, music, and social spaces. For Tems, the campaign indicates something very personal. It honors African creatives who move with intention, who understand that culture is formed through collaboration, not alone.
A Global Platform for African Voices
With this campaign, Hennessy confirms its long standing relationship with Africa not as a market, but as a cultural heartbeat. By featuring artists from across the continent, the brand promotes voices that continue to elevate luxury, creativity, and influence on a global level. Made for More is mainly about chance about what happens when talent, culture, and community meet in the same room. And in 2025, that room is certainly African.
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