Hennessy & Bad Bunny “Better Without ICE“

Brief: Hennessy are sponsors of Bad Bunny’s 2026 World Tour. How can they bridge Hennessy’s heritage with Bad Bunny’s cultural defiance to show that legacy only matters if it moves culture forward?

Background: Bad Bunny boycotts U.S touring, a stance taken to protect his fans from I.C.E raids. For one day, he’s breaking this boycott to perform at the Super Bowl.

Problem: With I.C.E agents rumored to be present at the stadium, the celebration of Latin culture risks being frozen by fear.

Insight: Ice mutes cognac – and today, culture.

Solution: Better without ice. State a product fact, that Hennessy tastes best served at room temperature, then let Bad Bunny’s presence turn that truth into a quiet cultural mirror.

Copywriter: William Hagwall. Art Director: Erik Arthursson.