Cognac meets culture in a dazzling new way as Hennessy officially launches its 2025 Made for More campaign, a cinematic, high-octane celebration of African creativity, community, and cultural pride. Front and center? None other than Nigeria’s global superstar Tems, who steps into her new role as Hennessy’s Global Brand Ambassador with the kind of elegance and fire only she can deliver.
Building on last year’s debut chapter, Made for More 2025 isn’t just an ad campaign, it’s a love letter to the continent’s boundless creative energy. From music and art to games and storytelling, Hennessy shines a spotlight on Africa’s boldest voices, fusing its heritage with the rhythms of tomorrow.
Tems, the Grammy-winning force whose soulful blend of R&B and Afrobeats has captivated audiences worldwide, commands the screen across three bold “clubs” designed as cultural playgrounds. In the Hennessy Games Club, she’s surrounded by icons like Congolese rapper INNOSS’B and Nigerian chess phenom Tunde Onakoya, redefining intellect as performance in a kinetic, streetwise spectacle.
The Hennessy Art Club then shifts gears, casting Tems against surreal backdrops of towering sculptures and vibrant canvases, joined by creatives like Maglera Doe Boy and South African artist Buqaqawuli Nobakada. Finally, the Hennessy Jam Club explodes with sound, rhythm, and joy, pulsing to the amapiano beats of South Africa’s Kabza De Small, the global king of the genre.
“This isn’t just a campaign,” Tems says. “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 and our community.”
With over 5 billion streams and a career that’s inspired global heavyweights from Beyoncé to Kendrick Lamar, Tems embodies the Made for More ethos: versatile, unshakable, and utterly magnetic. And she isn’t alone. INNOSS’B, Kabza De Small, and Maglera Doe Boy each bring their own electric energy, reminding the world why Africa’s creative spirit continues to set the global stage ablaze.
As Hennessy’s Global CMO Vincent Montalescot puts it: “With Tems at the heart and a cast of powerful cultural voices around her, we’re celebrating the richness of African cultures and the connections that bring us together.”
From Cognac to clubs, from Paris to Lagos, Made for More proves one thing: every moment with Hennessy isn’t just a drink, it’s an experience. More meaningful. More iconic. And most of all, more unforgettable.
