Hennessy Masters of Potential


In 2017, Mission created the content centered Masters of Potential campaign, placing Hennessy in culture through the blending of artists and musical genres. The campaign sees Hennessy collaborate with Abbey Road to create an authentic music platform with the ambition to recruit an influential network of Hennessy fans including the new and established artists, Abbey Road musicians, song writers, technicians and press alike.

In 2018, for the second iteration of the Hennessy Very Special Masters of Potential Campaign in partnership with Abbey Road Studios, Mission helped devise a collaboration between UK rap duo Krept & Konan and punk band slaves.

Working together for the first time, the artists seamlessly fused hip hop and punk to perform “Told You/The Hunter”, a fiery anthem, laced with the urgent energy of both genres.

Mission defined the Masters of Potential identity, and each year design the artwork for the bespoke limited edition vinyls, and create a set of campaign teaser assets to live on the Hennessy UK Instagram channel.

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