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To announce Hennessy’s partnership with LeBron James as well as launch their limited edition bottle, we had to create a campaign that could elevate LeBron’s larger-than-life persona while maintaining a sense of authenticity and relatability. LeBron is a meme goldmine and has an active fan community on the internet. So we leveraged his well-known sense of humor and to reinforce Hennessy’s platform “Made for more”, we shifted away from traditional advertising for product launches and celebrity partnerships by letting LeBron lead the way.