In March 2018, Hennessy V.S launched the second instalment of its distinctive brand campaign—Never Stop. Never Settle—by focusing on pioneers who are making the creativity of Africa shine. The impact of African culture on global trends has grown exponentially in recent years, influencing everything from runways to radio waves. Never Stop. Never Settle tells the story of individuals who are driving this change by transforming their creative passions into thriving business ventures, and in so doing, boldly challenge us to see the world through fresh eyes—a world where the old rules no longer apply. 


“For over 250 years, Hennessy has celebrated individuals who possess a pioneering spirit,” says Thomas Moradpour, Global Chief Marketing Officer for Hennessy. “This new generation of entrepreneurs in Africa, their energy, audacious vision of the future and boundless inner confidence, is the essence of the Hennessy message of Never Stop. Never Settle.”


Capturing the pioneering spirit of a new generation of Africans requires a high level of cultural respect and understanding—one that only a brand with 150 years of history in Africa could tap into.  The new Hennessy V.S campaign highlights eight real-life creative entrepreneurs from South Africa, Nigeria, Kenya, and Ivory Coast, delving deep into each of their unique stories to discover how inner drive, confidence, passion and talent can create chain reactions, and unite millions.  From digital music start-ups, photography, choreography and film production, these individuals exemplify a generation of innovation and leadership, who break through convention to create a different kind of world.


“It was very important that the cast should not be actors, but real people who are out there every day, making things happen,” notes Patrick Madendjian, Regional Commercial & Marketing Director, Moët Hennessy Africa and Middle East. “These individuals are not satisfied simply to be the best at what they do; they are constantly seeking new challenges, pushing themselves to newer and higher goals. They want to have a meaningful impact on the continent while also being passionate about what they do. They are perfect ambassadors for the Hennessy brand. They truly Never Stop. Never Settle.”

Developed by award-winning agency DDB° Paris and produced entirely in Africa, the Never Stop. Never Settle. campaign also represents a distinct evolution of visual style and format for the market-leading cognac brand. Still photography, rather than film, was used to tell the brand story—a radical creative approach designed to break away from the traditional advertising norms that dominate the category. A vibrant, colourful palette brings freshness and modernity to the campaign look and feel, while communicating the “electric energy” of the campaign’s core message.



R!OT, South Africa: Bulawayo native now based in Johannesburg, Sindiso Nyoni, aka R!OT, is a multi-disciplinary graphic designer. The founder of R!OT STUDIO, his work has been published locally and exhibited internationally, including New York, London, Berlin, Madrid, Tenerife, and Zagreb. The artist, activist and entrepreneur tackles some of Africa’s most pressing issues using any medium possible—pencil, ink, pastels, gauche, acrylic and digital media fusion—to create a subversive ‘street’ style. R!OT has collaborated on projects that have won Cannes Lion Awards.


Slikour, South Africa: Rapper turned business owner, Siya Metane, aka Slikour, is best known as one of the founding members of the record-breaking hip-hop group, Skwatta Kamp. Recently, he released his latest album, SlikourOnLife Incubator— a compilation giving twelve undiscovered artists the springboard to launch their musical careers.


Bobo Ndima, South Africa: Soweto-born designer, couturier and stylist Bobo Ndima is also the founder and owner of the Suits by Bob the Stylist label and popular fashion lifestyle movement known as ‘Boys of Soweto’. The group, made up of professional stylists, creative directors, designers, tailors and models, stands for the artistic, urban generation of dapper gentlemen that is rapidly emerging. Their stylistic approach is fuelled by urban, vintage and futuristic influences. They were commissioned by Palladium Boots to represent Johannesburg, South Africa on the “Explore your city” international campaign, and their short film, Boys of Soweto, received international acclaim.


Onye Ubanatu, Nigeria: Award-winning producer and filmmaker Onye Ubanatu has vast experience in film and photography throughout Africa and around the world. He has interviewed top policymakers, entrepreneurs and politicians, including former Nigerian President Chief Olusegun Obasanjo and the current president of South Sudan, Salva Kiir Mayardit. He is the founder of Mypassionmylife Media Ltd, a TV documentary production and photography company operating across four divisions: Content Film, Content Television, Content Digital, and Creative facilitation. Onye’s creative entrepreneurship spans a diverse range of documentary projects, television shows, local and International concerts, corporate videos, international news features, and award-winning short and feature films.


Aniete James, Nigeria: Born with a knack for creativity, and spending years of watching and analysing music videos and documentaries as a young man, Anietie James Ekiko, known professionally as Ani James, is one of Nigeria’s most sought-after directors in the entertainment industry.  Founder of AJE Filmworks Ltd, Aniete is one of the few in the trade that has earned the ‘auteur’ status, stamping cinematic scope, rapture-inspiring narrative style, a penchant for details and reverence for the art.  Today, AJE Filmworks Ltd is renowned as one of the best editing studios in Nigeria. His work has earned him an impressive resume of awards and nominations in the entertainment industry.


Mutua Matheka, Kenya: Well-known for his photographic work revealing the multi-faceted beauty of his country, Mutua Matheka is a photographer and producer extraordinaire in Kenya. Together with David ‘Blackman’ Muthami and the UN Habitat, he used photography to showcase beautiful Nairobi, and eventually Africa, through the ‘I’m a City Changer‘ campaign. Mutua’s photos have been used by BBC News Africa’s In Pictures, African Digital Art, NTV’s PM LIVE, among other avenues showcasing excellence. He has won the pioneer BAKE AWARD for Best Photography Blog in Kenya, as well as been nominated for the International CSS DESIGN Award in the US.


Serge Beynaud, Ivory Coast: Described as an “Ivorian sensation”, singer/songwriter and studio owner Serge Beynaud first came onto the music scene as a producer, and he is highly respected in the Afropop music scene. Since 2009, the artist has been one of the main leaders of an urban culture whose musical genre “Coupé-Décalé” is the anthem. Coining the motto “less talk, more smile”, Serge has crystallised a message for an entire generation.


Kaffy, Nigeria: The Queen of Nigerian dance, Kafayat Oluwatoyin Shafa, aka Kaffy, has transformed her passion for dance and fitness into a multi-faceted enterprise. As the founder and owner of Imagneto Dance Company, she has sought to revolutionize dance ever since she began professionally in 2002. Best known for breaking the Guinness World Record for the longest dance party at the Nokia Silverbird Danceathon in 2006, Kaffy represents determination, dedication, and commitment. In 2017, she created ‘The Dance Workshop’, a dance convention aimed at training and mentoring professional dancers, as well as promoting cultural exchange within the Nigerian dance industry.

For more information about the Hennessy Never Stop. Never Settle. campaign and the creative entrepreneurs featured, please visit



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