Challenge: Make Captain Morgan’s newest apple flavor relevant to newer, younger audiences than the brand’s core audience in an authentic way.
Insight: Regular social platform users have grown so accustomed to ads “dressed up” to seem like native content and influencer marketing, that #ads are met with more skepticism and eye rolls than ever before.
Idea: Take a more self aware approach; instead of trying so hard to make ads that blend into content, we created content that transparently advertises (and entertains). How? By assembling an epic crew of content creators to see who could make the best Captain Morgan Sliced Apple #Ad. 4 weeks. 4 categories. 8 popular Internet creators.
Drawing inspiration from the brand’s tagline, “there’s more fun to be had,” we decided there’s more fun to be #Ad.
Role: As the Creative Director and Copy Lead for this project, I wrote all the scripts and oversaw the asset production and community management of the 4 week campaign.
Press: PR Newswire, AP News
