Hennessy, the world’s leading spirit brand, has unveiled its highly anticipated 2025 Made for More campaign, a cinematic ode to African pride, music, and culture — with none other than Tems, two-time GRAMMY® Award-winning global sensation, as its radiant star and newly announced Global Brand Ambassador.
Tems
The campaign is a sweeping love letter to Africa’s creative heartbeat. Through striking visuals and immersive storytelling, it celebrates togetherness, self-expression, and the unrelenting spirit of African innovation. Building on last year’s debut chapter, this new edition takes the Maison’s cultural journey deeper, shining a spotlight on the voices, spaces, and collectives that power Africa’s global influence.
Tems — born Temilade Openiyi — leads the narrative with elegance and fire. Clad in Hennessy red and surrounded by a dynamic cast of Africa’s brightest creatives, she moves fluidly through three symbolic worlds: the Hennessy Games Club (where intellect meets street culture), the Hennessy Art Club (a surreal playground of visual storytelling), and the Hennessy Jam Club (a high-energy tribute to African rhythm). Alongside her are Friends of the House INNOSS’B, Kabza De Small, and Maglera Doe Boy, each embodying the campaign’s theme of boundless creativity.
Tems
Tems
“Being part of Made for More means a lot to me because it’s more than a campaign — it’s a celebration of who we are,” Tems said. “African creativity is bold, fearless, and always evolving, and I’m proud to honor our culture, our talent, our sense of community, and our shared future.”
Hennessy Global Chief Marketing Officer Vincent Montalescot called the partnership a natural evolution: “Tems represents the bold, boundary-breaking spirit that defines this era of African creativity. With her at the heart of Made for More, we’re celebrating the richness of culture and the power of community across the continent.”
This campaign comes on the heels of Hennessy’s support for Tems’s groundbreaking Leading Vibe Initiative, launched earlier this year in Lagos to empower the next generation of African women in music. Together, the two projects cement Tems’s dual role as a global music icon and cultural architect.
Tems
With over 5 billion streams, multiple GRAMMYs, an Oscar nomination, and a historic impact on Afrobeats, Tems continues to redefine what it means to be an African artist on the world stage. Her partnership with Hennessy not only elevates African music and art but also positions her as one of the most influential creative voices of this generation — a true symbol of Africa’s unstoppable rise.
