DOOMS DAY GALA
Client: Don Papa | Agency: Diageo
Design Lead: Steve Honour | Creatives: Sergio Lopez, Marcus Austin, Julia N’diamoi
Time-spent: Three weeks
Brief set by Diageo.
Create an impactful, culture first campaign in the UK that communicates Don Papa Masskara’s personality to its core.
Don Papa is a premium aged rum and the spirit of Negros Occidental.
Although established in bars and hotels, not known on a first name basis with its young millennial consumers. Problem.
Don papa masskara, is launching into uk shelfs.
We need them to own the space and solidify themselves as millennials choice of rum.
63% of millennials express themselves through fashion.
Yet nearly 1/2 of millennials state, they don't have enough time to express themselves.
Don Papa will provide that moment.
To dress like it’s your last day.
To launch our campaign, we have a series of promotional content to roll out.
Promoted through media, and partnerships:
- CGI Don Papa MassKara bottle floating across the Thames
- Interactive posters "Tell us when you feel most yourself?"
- Partnership with consumer brands (Stussy, Aries, Levis)
- Store takeover (Brixton, Hackney, Shoreditch)