Captain Morgan launched a Responsible Drinking campaign designed to bring to life a crucial message all through the irrepressible fun of the brand.
Grime superstar Lady Leshurr was the face of the campaign. She partnered with producer Swifta to create a track that was built upon the insight that ‘fun that isn’t remembered isn’t fun’.
The culture-first campaign had been activated through a media–mix that earned the attention of our target audience of 18-24 year olds, whose interest in the grime music scene was identified through social listening.
Owned social channels and partners – in the form of Lady Leshurr, Spotify and Rinse FM –combined with a consumer PR angle and music PR, seeded the campaign’s core video asset in culture along with a campaign website.
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Campaign Live – Pick of the Week
Awards
UK Content Awards
Social Media Content Campaign of the Year - Winner
The Drum DADI Content Awards
Best use of Content on a Social Platform - Winner
Best use of Website/Video - Winner
The UK Social Media Communications Awards
Best Integrated Campaign - Winner
Shorty Awards
Best in Social and Digital Media - Winner
Digital Impact Awards
Best use of Online Video - Silver
Best use of Digital from the Food/Beverage sector - Gold
