A new marketing and communication strategy for Hennessy to refine its positioning in contemporary culture. After thorough research and analysis of cultural spheres, cinema was identified as a key area for the brand. Relationships with institutional partners were forged, including the Khudozhestvenny cinema, the Kinotavr movie festival, and the New Holland Island International Debut Film Festival. As well as this, an all-year activation program Hennessy Perspectives was created, which included a newspaper, the Hennessy Filmmakers' Lounge at a leading cinema, grants for emerging filmmakers and support for a series of professional workshops for emerging filmmakers.