Classivm Break Out

“Break Out” positioned Hennessy Classivm as an escape from routine for GenZ Chinese drinkers.

GenZ viewed cognac as old-fashioned and linked to their parents’ generation. They also juggle contradictory identities — traditional expectations at home, bolder personas online. We tapped into their desire to break free.

Chinese youth are heavily influenced by their parents, they are raised and nurtured by traditional values. Outside of the family home, they live a unique digital life, a different persona online vs what they display at home offline. The “Break Out” platform championed freedom from daily norms. A dynamic campaign film and visual system captured this duality, supported by OOH and social storytelling. The result made X.O feel modern, expressive and culturally relevant.