This document discusses Hennessy's "Best practice" campaign centered around the concept of a "Wild Rabbit." It includes quotes from Manny Pacquiao, Erykah Badu, and Martin Scorsese describing their personal "Wild Rabbits," which seem to represent an unstoppable creative drive or ambition. Scorsese's quote summarizes the campaign's goal of authentically portraying real life experiences.

1. Hennessy
Best practice
Alcoholic brand campaign

8. It’s there. In the back of your head.
On your shoulder. Behind your eyes. Lurking in the corner of
the room.
The voice that keeps you up at night. The song you haven’t yet
sung. The story you have yet to tell. The idea that refuses to
die.
And it whispers: never, ever stop. Few hear it. Even fewer
chase it.
What’s your Wild Rabbit?

10. Winning ten world titles in eight different weight classes was
not enough.
Now, I want to take the fight outside the ring.
To fight the fights that really matter. That’s my Wild Rabbit.
- Manny Pacquiao
What’s your Wild Rabbit?

12. It lives inside my heart.
I follow it whether it’s moving wildly through being in love,
recklessly creating a piece of art or making music.
I have to chase it. And I will never give up.
To constantly bring something new into this world.
That’s my Wild Rabbit.
- Erykah Badu
What’s your Wild Rabbit?

14. “That would have never happened in real life.”
That’s what my father used to say about movies. He loved
them, but he would always measure them against what he
had known and lived, and then judge them accordingly. So I
decided to make stories that capture real life and real
experiences.
To portray life as people really see and feel it.
That’s my Wild Rabbit.
- Martin Scorsese
What’s your wild Rabbit?

15. “To portray life as people really
see and feel it. That’s my wild
rabbit” - Martin Scorsese