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Major

Major | Hennessy | Droga5
Download Download JPG | 2048x1452px
basics
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
EntrySummary
The Wild Rabbit is Hennessy's metaphor for people's inner drive to succeed. The campaign celebrates the theme of pushing one's potential through stories of extraordinary individuals chasing their Wild Rabbit. Largely forgotten until now, Marshall “Major” Taylor was once the most recognizable athlete on earth. He held seven world records by 1898, and in 1899, he became the first African American in the U.S. to win a world championship in any sport. His story is all the more powerful when one considers the systemic racism plaguing American society at the time that prohibited Taylor from competing in many parts of the U.S. "Major” launches during the NBA Playoffs, a time when our core target of multicultural men are tuned in. It also comes on the heels of the blockbuster Black Panther, showing how much hunger there is in the U.S. for stories about characters of color.
BriefExplanation
“Major” is based on the true story of world-champion cyclist Marshall “Major” Taylor. The film begins in the middle of an early 1900s velodrome race and quickly morphs into a surreal psychological chase—a dreamlike journey into the mind and soul of a dominant athlete searching for rivalry.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Cinematography
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