What's Your Wild Rabbit?

The Story

Hennessy’s new Wild Rabbit ad campaign, produced by Droga5, introduces Maurice and The Black Bear School.

Maurice Ashley, the world’s first black chess Grandmaster, credits his master chess playing skills to the Black Bear School, a legendary group of Brooklyn’s street chess players.

Greenlight worked with the original founders of the Black Bear School urban movement to secure their permissions to tell this largely forgotten but moving New York City black history.