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WHO Launch Night presented by Hennessy x Wil Aime
A launch night worthy of a feature film
On the eve of the North American premiere, One Way hosted the WHO launch night presented by Hennessy at Stilife in Montreal, bringing Wil Aime together with personalities from cinema, music and web culture.
WHO x Hennessy
Media relations, Instagram, TikTok, press
Production Note
Everything you need to know, at a glance.
Objective
Launch WHO in Canada with an intimate media night that turns Wil Aime's return into a cultural moment
Audience
Quebec media, cinema and music personalities, and web culture creators
Channels
Media relations, Instagram, TikTok, press
Format
Private launch night, red carpet interviews, vox pops, social recap
01 - The Brief
Make the Canadian release feel like an event before the first screening.
On the eve of the North American premiere, One Way hosted the WHO launch night presented by Hennessy at Stilife in Montreal, bringing Wil Aime together with personalities from cinema, music and web culture.
02 - On the Ground
A launch night worthy of a feature film
03 - The Output
One private evening, a curated guest list, media interviews and same-week social content.
Red carpet interviews, vox pops and a recap built for social media.
The Guest List
Personalities from cinema, music and web culture, curated by One Way.
The Press
Media interviews with Wil Aime, followed by coverage in ICI Radio-Canada and Grenier.
The Content
Red carpet interviews, vox pops and a recap built for social media.
04 - The Approach
Culture first, then the cinema
Rather than a classic press screening, One Way built an evening where the film's world met Montreal's cultural scene. Media, creators and artists left with stories to tell, setting up the sold-out premiere the next day.
01
The Guest List
Personalities from cinema, music and web culture, curated by One Way.
02
The Press
Media interviews with Wil Aime, followed by coverage in ICI Radio-Canada and Grenier.
03
The Content
Red carpet interviews, vox pops and a recap built for social media.
04
The Partner
Hennessy presented the evening, a natural fit for a premium film launch.
05 - The Reception
Two events in two days, one cultural moment.
2
Events in 48 hours: launch night and sold-out premiere
Campaign Gallery
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Frequently Asked Questions
What was the goal of this campaign?
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A launch night worthy of a feature film
How did One Way approach this project?
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Rather than a classic press screening, One Way built an evening where the film's world met Montreal's cultural scene. Media, creators and artists left with stories to tell, setting up the sold-out premiere the next day.
What reach did this campaign achieve?
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Case study by One Way: Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
In May 2026, One Way hosted the WHO launch night presented by Hennessy at Stilife in Montreal for Wil Aime's first feature film, WHO: The Monster Hides in the Details, the day before its sold-out North American premiere at Cinéma Beaubien. One Way distributed the film in Canada.
In May 2026, One Way hosted the WHO launch night presented by Hennessy at Stilife in Montreal for Wil Aime's first feature film, WHO: The Monster Hides in the Details, the day before its sold-out North American premiere at Cinéma Beaubien. One Way distributed the film in Canada.
Rather than a classic press screening, One Way built an evening where the film's world met Montreal's cultural scene. Media, creators and artists left with stories to tell, setting up the sold-out premiere the next day.
