Hennessy launched its 2025 Made For More campaign, a visually rich celebration of African creativity, cultural unity, and community. At the center is Tems, newly announced as Hennessy’s Global Brand Ambassador, joined by continental icons like Kabza De Small, INNOSS’B, and Maglera Doe Boy.
The campaign unfolds in three immersive spaces: Games Club, Art Club, and Jam Club. Each space will be showcasing African talent through music, art, intellect, and connection. It’s more than a campaign, it’s a cinematic love letter to Africa’s cultural powerhouses.
On 30 September 2025, Hennessy, the world’s leading spirit brand, officially launched its 2025 Made for More campaign. An immersive, cinematic journey into the heart of African creativity. This year’s campaign puts the spotlight firmly on Tems, the Nigerian music phenomenon, now revealed as Global Brand Ambassador for Hennessy.
Celebrating the spirit of community, pride, and artistic expression, the campaign also features cultural leaders from across the continent including Congolese star INNOSS’B, South African King of Amapiano De Small, and genre-bending rapper Maglera Doe Boy.
Tems’ new role comes hot on the heels of Hennessy’s support of her Leading Vibe Initiative, a movement championing the next generation of African women in music and inclusivity within the industry.
“This new Made for More chapter is a bold extension of our brand platform… we’re proud to celebrate the richness of African cultures and the connections that bring us together,” said Vincent Montalescot, Hennessy’s Global CMO.
A Story Told Through Culture Clubs
The campaign unfolds across three creative “club” spaces, each one symbolising a different facet of African expression and community:
Hennessy Games Club
A lively, urban environment that reimagines African street games as high-stakes cultural theatre.
Tems leads this vibrant scene, surrounded by the likes of INNOSS’B, DJ Flygerian, and Nigerian chess grandmaster Tunde Onakoya. Here, intellect becomes performance and games are transformed into a celebration of connection.
Hennessy Art Club
An immersive, dreamlike space showcasing African visual storytelling.
With towering murals and dynamic canvases as a backdrop, Tems walks through a gallery of imagination, joined by South African talents Maglera Doe Boy, painter Bahaati Simeons, and mixed-media artist Buqaqawuli Nobakada.
Hennessy Jam Club
A celebration of rhythm and soul as the unifying language of African culture.
In this music-infused scene, Tems is surrounded by instrumentalists and live energy, with Kabza De Small anchoring the pulse of the Jam Club. The club channels the spirit of Amapiano and the continent’s global sonic rise.
From the Voices Behind the Movement
Tems said:
“It’s more than a campaign — it’s a celebration of who we are… our talent, our sense of collectivity, and the importance we place on community.”
INNOSS’B reflected:
“It didn’t feel like content, it felt like living life. We shared something real on set and now we’re like family.”
Kabza De Small added:
“Portraying African talent in this light is important, and I’m honoured to be part of this moment.”
Maglera Doe Boy noted:
“This was the biggest shoot I’ve been a part of. Seeing that level of artistry and scale all in one space was incredible.”
A Legacy of Cultural Support
The 2025 campaign builds on Hennessy’s longstanding presence in Africa and global efforts to support music, street culture, and the visual arts. From their In the Paint initiative to Tems’ Leading Vibe Initiative, Hennessy continues to position itself as a champion of creative culture.
The rollout includes a 30-second hero film, individual club-focused short cuts, social-first videos, and vibrant visuals capturing the spirit of each club.
The 2025 Made for More campaign is not just another brand moment — it’s a call to community, a reflection of Africa’s pulse, and a celebration of creative expression in its most powerful form. Through the voices of its artists and the strength of its visuals, Hennessy proves yet again that every moment with them is made for more.
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