We entered a Hennessy Cannes Creative Effectiveness paper in 2016. That paper focused on the first

four years of the ‘Wild Rabbit’ campaign (2012 – 2015).

The following paper builds on and amplifies that entry, taking into consideration the most recent

iteration of the campaign, ‘The Piccards’, which launched in April 2016.

No knowledge of last year’s entry is required to evaluate this paper, since we will be going over some

of the same data and insights, while adding new results, audience insights and media considerations.