Hennessy has named Nigerian superstar Tems as its new Global Brand Ambassador, unveiling her as the face of the 2025 Made for More campaign. The announcement is a big moment for both Hennessy and Tems. It comes just weeks after the iconic cognac brand announced its support for the singer’s Leading Vibe Initiative, which empowers the next generation of African women in music and promotes inclusivity in the industry.
The new chapter of Made for More builds on last year’s successful debut and dives even deeper into the continent’s creative heartbeat. Through cinematic storytelling, Hennessy’s campaign highlights Africa’s cultural pride, the voices shaping its identity and the power of community.
Hennessy’s Global Chief Marketing Officer, Vincent Montalescot, said the campaign underscores the brand’s deep connection to Africa’s vibrant energy. “This new Made for More chapter is a bold extension of our brand platform, which celebrates Hennessy’s versatility — made to move fluidly across moments, cultures and communities,” Montalescot said.
Adding: “This campaign showcases the Maison’s vibrant presence, shining a light on the creative energy that defines Africa today. With Tems at the heart and a cast of powerful cultural voices around her, we are proud to celebrate the richness of African cultures, the importance placed on community and the connections that bring us together.”
Tems, a two-time Grammy Award winner with over five billion global streams, said joining the campaign was special because it represents more than just a partnership. “Being part of the new chapter of Made for More means a lot to me because it is more than a campaign — it is a celebration of who we are,” Tems said.
Adding: “African creativity is bold, fearless, and always evolving, and I am proud to be part of something that honours our culture, our talent, our sense of collectivity and the importance we place on community. It is powerful to partner with a brand that truly believes in the future we are building.”
The campaign’s visuals and hero film are set across three immersive club environments, the Hennessy Games Club, the Hennessy Art Club and the Hennessy Jam Club, each spotlighting different elements of African expression. The Games Club, a lively and playful space, celebrates strategy, intellect and street culture. Tems is joined by Congolese rapper INNOSS’B, Nigerian chess grandmaster Tunde Onakoya and DJ Flygerian.
“What I liked about this Hennessy Made for More campaign is that I was just living life, playing games and enjoying my favourite cocktails on camera, so it didn’t feel like creating content,” INNOSS’B said. “The moments I shared with the cast behind the scenes were priceless; we had a great connection, and now we are like family.”
Dreamy campaign
In the Art Club, Tems moves through a dreamlike world of towering sculptures, vibrant murals and bold contemporary works. She is joined by South African rapper Maglera Doe Boy, painter Bahaati Simeons and mixed-media artist Buqaqawuli Nobakada.
“It was an amazing experience, super high level, which is very much my world,” Maglera Doe Boy said. “It was really amazing seeing so many great artists in one space. All in all, a 100 out of 10 experience and possibly the biggest shoot I have seen and been a part of in my life.”
The Jam Club captures the rhythm and soul of African music, with Tems at the centre of the energy. She is joined by South African Amapiano pioneer Kabza De Small. “Being part of the Made for More campaign has been a really exciting extension of my relationship with Hennessy,” Kabza De Small said.
“Portraying African talent in this light is important, and I am honoured to be part of this moment.”
The 2025 Made for More campaign will roll out globally across digital and static platforms, including a 30-second hero film, social-first videos and immersive visuals, showcasing the collective spirit and cultural richness of Africa.
Other artists featured in the campaign include Congolese star INNOSS’B, known for hits like Yo Pe and Olandi; South African Amapiano pioneer Kabza De Small; South African rapper and storyteller Maglera Doe Boy; painter Bahaati Simeons; and mixed-media artist Buqaqawuli Nobakada, all representing the continent’s diverse and evolving creative scene.
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