People celebrating with champagne bottles at a party, with balloons and a cake in the background.

Moët Hennessy Holiday

Merging Luxury with Purpose: A Multi-Channel Holiday Campaign

YEAR

2021

ROAL

Art Direction
Web Design

TEAM

CLIENT  Moët Hennessy
AGENCY  Admerasia
CREATIVE DIRECTOR  Sherril Hwangbo
PHOTOGRAPHER  Alice Gao

A table with a bottle of Hennessy Paradis, glasses, and Christmas cookies, decorated with holiday ornaments and a Christmas tree in the background.
People raising glasses of white wine for a toast at a dinner party with food including grapes, bread, vegetables, fish, and a bottle of Champagne on a wooden table.

Overview

The holiday season presents a unique intersection of celebration and generosity—a time when luxury brands have the opportunity to express values beyond their products. For Moët Hennessy's holiday initiative, the challenge was creating a cohesive campaign that would showcase their iconic portfolio while making a meaningful impact through charitable giving.

The project required developing an integrated experience spanning premium photography assets and a digital platform that would connect consumers with celebrity partners for a cause-driven initiative. This dual approach needed to maintain the brand's luxury positioning while creating authentic opportunities for giving back.

A holiday celebration table set with a variety of food, drinks, and decorations. The table has appetizers, cheeses, meats, and fruits, along with champagne and wine bottles. There are candles and a Christmas tree in the background, creating a festive atmosphere.
A table set with wine bottles, glasses of red, white, and rosé wine, a carafe of cognac, a plate of sliced steak, and festive decorations including Christmas ornaments and flowers.

Creative Objective

The campaign objective was to develop a visual language and experience that positioned Moët Hennessy's portfolio as integral to meaningful holiday celebrations while demonstrating the brand's commitment to community impact. The visual direction needed to balance festive warmth with sophisticated elegance, while the digital platform needed to create an engaging framework for charitable donations that offered unique celebrity interactions as rewards.

A person in a blue shirt holding a glass of rosé wine at a social gathering, with a woman in a black dress also holding a glass of rosé. On the table are a white vase with flowers, a wine bottle, and glasses. There are some cats in the foreground and a grey background.

Creative Strategy

The strategic approach centered on the concept of "Holiday WISH-SHOP"—transforming traditional gift-giving into an experience of discovery and purpose. The platform was built around three pillars that reflected both the brand's positioning and the holiday spirit:

  • Celebration Expertise — Showcasing hosting, guesting, and gifting skills through beautifully styled photograph

  • Portfolio Storytelling — Highlighting the craftsmanship and heritage behind each product

  • Celebrity Partnerships — Creating exclusive opportunities for meaningful connection through charitable giving

The visual language balanced seasonal warmth with sophisticated elegance, avoiding clichéd holiday imagery in favor of elevated, contemporary styling that positioned the products as sophisticated choices for discerning consumers.

A cozy living room scene with a black cat wearing a large satin bow, sitting on a beige sofa with textured cushions, near a gift wrapped in black paper with a gold ribbon. In the foreground, a table holds a bottle of Hennessy cognac, a glass, Christmas ornaments, a partially eaten chocolate cake, and a plate with figs and dessert.

Creative Solution

ART DIRECTION & PHOTOGRAPHY

Working closely with photographer Alice Gao, a visual system was developed that elevated the products through sophisticated composition and lighting. The photography direction featured rich, jewel-toned color palettes, elegant table settings, and thoughtfully styled vignettes that demonstrated how Moët Hennessy products could enhance holiday moments.

Each setting was carefully crafted to tell a specific story about the featured products—from intimate gatherings to grand celebrations—while maintaining a consistent premium aesthetic. Product styling emphasized the distinctive character of each bottle while creating a cohesive visual narrative across the portfolio.

A table with various desserts, fruits, and drinks. Hand holding a plate with pie topped with whipped cream, and another hand reaching for a drink with lime. Bottles of wine and glasses of rosé on the table. Fruits like pears, a melon, and a banana on the table, along with plates of fruit salad and pie.

DIGITAL PLATFORM INTEGRATION

The photography assets were integrated into a purpose-driven digital platform—the Holiday WISH-SHOP—where consumers could explore Moët Hennessy's portfolio while discovering opportunities to support important causes through donations. The UX architecture guided users through a journey that connected product discovery with meaningful giving.

The platform's most innovative feature was the celebrity partnership program, where donations to selected charities unlocked opportunities for virtual holiday interactions with notable personalities. While maintaining the privacy and exclusivity needed for such partnerships, the design created a framework that made charitable giving feel personal and rewarding beyond the transaction.

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