• by Karlene Lukovitz  @KLmarketdaily, July 5, 2016

Hennessy has launched the first U.S. campaign in a decade for its V.S.O.P Privilège.

Created by Droga5, "Harmony. Mastered from Chaos." brings the brand’s dedication to total quality consistency to life through an interactive digital site employing live-action footage, 3D lidar scanning, depth capture, and binaural recording.

The creative — the latest extension of the brand’s “Never stop. Never settle.” platform — was directed by Ben Tricklebank of Tool of North America, and interactive studio Active Theory.

Narrated by 2016 Tony Award winner Leslie Odom, Jr., the film is broken into 60-, 30- and 15-second segments, both for social media sharing and to break the interactive experience into chapters that show how Hennessy exerts mastery over numerous variables at each stage of the process.

Site users click and hold to experience segments that bring them into the brand’s vineyards in Cognac, France, the distillery and the cellars, and a meeting of Hennessy’s Comité de Dégustation (Tasting Committee), where 250-year-old rituals continued to be observed on a daily basis.

Along the way, users can choose to engage in interactive activities such as moving the mouse in different ways to simulate varying heat conditions, or to swirl the Cognac and see it change color as it’s blended.

Users may also opt to click on icons that take them to more in-depth information about the various processes.

In addition to social media, the campaign includes consumer events, retail tastings and public relations. 

During "Cognac Classics Week" (July 11-18), hosted by Liquor.com, bartenders across New York City, Chicago and Los Angeles will use V.S.O.P Privilège to enhance classic cocktail recipes.