By Editor
Hennessy launched the 2025 chapter of its “Made for More” campaign today, a cinematic celebration of African creativity that also serves as the official debut of GRAMMY Award-winning artist Tems as the brand’s newest Global Ambassador.
The campaign spotlights the vibrant cultural landscape of the African continent, showcasing the voices and spaces shaping its modern identity.
Building on the success of last year’s inaugural chapter, the 2025 installment positions Tems, a trailblazing Nigerian singer and producer, at the heart of its narrative.
“This new chapter celebrates Hennessy’s versatility, made to move fluidly across moments, cultures, and communities,” said Vincent Montalescot, Hennessy’s Global Chief Marketing Officer.
“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 campaign unfolds across three dynamic, club-inspired environments, each celebrating a different facet of creative expression:· The Hennessy Games Club presents a kinetic space where strategy meets street culture.
Tems commands the center of this vibrant scene, joined by Congolese rapper INNOSS’B and Nigerian chess grandmaster Tunde Onakoya, turning intellectual games into a community spectacle.· The Hennessy Art Club creates a surreal world filled with towering sculptures and bold canvases. Tems moves through this dreamlike setting alongside South African rapper Maglera Doe Boy and visual artists Bahaati Simeons and Buqaqawuli Nobakada.· The Hennessy Jam Club pulses with high-energy rhythm, serving as a tribute to the global rise of African music.
Here, Tems shares the stage with South African Amapiano pioneer Kabza De Small, capturing the soulful connection music fosters.
“Being part of this means a lot to me because it’s more than a campaign, it’s a celebration of who we are,” Tems said. “African creativity is bold, fearless, and always evolving.”
The artists involved praised the project’s scale and authenticity. INNOSS’B described the experience as “living life… on camera,” while Maglera Doe Boy called it “possibly the biggest shoot I’ve seen and been a part of in my life.”
This campaign announcement follows Hennessy’s recent support of Tems’s Leading Vibe Initiative, a movement dedicated to championing the next wave of African women in music.
The Hennessy 2025 Made for More campaign will roll out globally across digital and social platforms, featuring a hero film and a series of club-focused content.
