We needed to connect with an audience who are very media savvy and get turned off by brands who use promotional mechanics to gain followers.
Don't just bribe the audience with a prize win, but create engaging content that will inspire them to get creative (and live the brand values) themselves.
Havana Club x Remi Rough
Armed with a box of paint, tape and some Havana Club bar swag, we got legendary graffiti artist, Remi Rough, to live like a Habanero and be creative with what he had. So he created some one-off art pieces of fridge art that were perfect for creative people who enjoy an authentic cocktail.