Hennessy
CLIENT
Hennessy
Market
Los Angeles
PARTNER
Publicis Media
Hennessy and Lebron James debuted their Very Special cognac collaboration in the biggest way possible: a 140-foot artwork in the center of Downtown LA. The “King James” artwork, by Stefania Tejada, celebrates James’ excellence and leadership as he enters his 22nd season with the NBA. The composition features several symbolic homages to his legacy and career.
“Hennessy Very Special salutes LeBron James with a unique purple and orange logo and a bras armé featuring the NBA legend’s signature sleeve and crown tattoo. A cognac of boundless possibilities, taken to new heights.”
Beyond the massive mural, the liquor label hosted a “Friends of Hennessy” sip and paint featuring esteemed guests to celebrate the collaboration. Finally, a limited-edition product page served as a seamless digital touchpoint to take these onsite experiences online.
We co-posted the canvas with Hennessy and saw the fan reaction instantly with an engagement rate 5x higher than 2024’s industry average:
