Captain Morgan had lost cultural relevance and needed to engage with a different type of youth audience. They needed to move away from their associated image of pirates and heavy drinking in bars to something far more positive. 

The aim was to reframe moderation by helping Gen Z shape the ‘future of fun and celebration’ - where drinking is done more consciously and moderation is a social and positive activity, so working alongside the team at Virtue I helped reframe this to ‘Positive Socialising’ and the strategy was all about making moderation celebratory.

See the campaign film below.

During the concept stages of the project, I had the opportunity to contribute my skills and expertise to help create ideas for client presentations. I actively participated in brainstorming sessions, collaborating with my team to develop innovative concepts that would captivate the client.

Drawing on my creative flair and understanding of visual communication, I was entrusted with designing and creating a deck for our client chemistry meetings. Utilising my expertise in layout, typography, and graphics, I crafted a visually stimulating and engaging presentation that effectively conveyed our ideas and solutions.

Below are some examples of how I was able to bring our creative concept ideas to life in order to excite the client and allow them to see the vision in an ‘out of home’ setting. This route consisted of re-branding several London pubs to promote the ‘drink slow’ campaign.

As one of the deliverables for the campaign, the client needed a landing page that would give the audience more information about moderate drinking.

Not only was this a legal requirement, the concept is very mundane. My challenge was to create a vibrant and engaging web page that would carry over the feeling of the TVC whilst conveying information in an engaging way.

See below for the chosen desktop and mobile excecutions.