Hennessy has launched a campaign revolving around wild rabbit—no, not as Easter mascot, but as a symbol of motivation which drives us to uncovering new treasures and reaching new heights. For the hilarious, artistic initiative dubbed ‘Never stop. Never settle,’ the cognac brand teamed up with the Droga5 New York agency—the new initiative, feature success icons of our times, is now rolling out online, outdoor, radio, in social media, in print with QR codes and on TV in the USA. The brand asks drinkers “What’s your wild rabbit?”, and encourages them to always move forth with the ‘Never stop. Never settle.’ slogan (which is actually very reminiscent of Johnnie Walker’s iconic ‘Never stop walking’ tagline).

The campaign, which worldwide budget is “estimated at almost $70 million,” as reported by The New York Times, features three globally recognized faces, singer Erykah Badu, Filipino boxer and congressman Manny Pacquiao and the acclaimed film director Martin Scorsese, who are sharing their own visions of what a wild rabbit is. For instance, for the filmmaking guru it means “to portray life as people really see and feel it,” and for the R&B and soul artist it is “bringing new things into the world by following my heart,” while for the athlete it is “to fight the fights that really matter.” These people, who embody success, starred in one spot each and fronted the prints. At the dedicated website, NeverStopNeverSettle.com, users can learn more about the campaign, get inspired by the three icons, get access to the brand’s events and once again remind themselves about cocktails based on the cognac, in which ‘the white rabbits’ live.

The New York Times reports that, according to Rodney Williams, senior vice president for Moët Hennessy USA, the new campaign is set to “engage, inspire, even provoke consumers and connect with them in a more emotional way.” The campaign is “speaking to a personal value our core consumer, men ages 21 to 34, are really grappling with: realizing one’s potential,” Mr. Williams says. He also adds that “the notion of ‘What’s your wild rabbit?’ is so new and different that we can facilitate the dialog online.” David Droga, creative chairman of Droga5, the creative team behind the initiative, commented that “the [cognac] category is a crowded category, in which everyone is posturing in a similar way. We wanted to create something that transcends an advertising campaign.” He also added that the theme of the initiative is meant to be “language you could project onto yourself or ask yourself what’s the thing you’re always chasing. Everyone has a different wild rabbit. Only you decide what’s worth chasing.”