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DIGITAL EVENT
2021
01 / CONTEXT
To usher in the Year of the Ox, ADMERASIA and International Secret Agents teamed with Hennessy for
its Virtual Lunar New Year celebration - a first for this annual Hennessy event.
02 / STRATEGY
Centered around themes of hope and resilience, Hennessy’s X.O OX Lunar New Year Celebration was
inspired by the seven tasting notes of X.O and featured captivating performances from renowned
musicians, culinary luminaries, and dynamic artists in the AAPI community who embody the resilient
spirit of the ox.
03 / EXECUTION
Strategic talent partners included:
Henry Golding, Hennessy's global ambassador. Golding hosted the event with gamer, entrepreneur, and top Internet personality AtomicMari, enlisted as a special correspondent.
Filmmaker and restaurateur Eddie Huang shared his favorite Lunar New Year dish with audiences, paired with inspired Hennessy X.O and V.S.O.P Privilège cocktails demonstrated by mixologist Cari Hah.
Special performances from renowned musicians Jay Park, Dumbfoundead, Year of the Ox, and MILCK, along with a dynamic dance routine from Kinjaz, culminated the evening's festivities.
04 / COMMUNITY
The ox represents strength, diligence, and perseverance in spite of challenges. Through the event, Hennessy encouraged viewers to join in supporting hard working small businesses that demonstrate these same admirable tenets. 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. 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.
Hennessy has a longstanding relationship with Asian and Asian American communities and remains committed to supporting them. 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. The Lunar New Year is a time when we reflect on the present and look towards a brighter future without hate and racism.
05 / WHAT OUR CLIENTS SAY
“Hiring Admerasia was the best decision we made for this.”
Christine Ngo Isaac
Director, Consumer Engagement, Hennessy