YEAR: 2020
MARKET/S: MEXICO
Captain Morgan
Chaplain Morgan
AGENCY: Frueds, London
ROLE: Creative Direction, Concept, Art-Direction
2020 has been quite the unusual year. One joy kill for many lovers has been the postponement and cancelation of their "once in a lifetime" special day; their wedding. So as the Captain, who normally keeps the party alive is also somewhat out of kilter we decided to give him a new purpose and kill two parrots with one... bottle of rum.
In next to no time we got the Captain ordained online so he could officially carry out the ceremony and right before launching in the UK we got a stop stop stop. All was not lost as the Mexican market quickly opted in for a localisation and thus El Chaplain Morgan was born.
The campaign rolled out on social media, giving would be brides and grooms the chance to win a ceremony with Chaplain Morgan and reception with big Mexican DJ Mr Pig. For retail a special edition Chaplain Morgan bottle was created.
