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
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.
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.
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.
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.
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.