Havana Club
Mint Revolution
The Brief—
The market leader, Bacardi, had released a multi-million pound campaign to launch a range of pre-mixed cocktails in cans. We were asked to create an idea that connected with the audience using Havana Club’s authentic values.
The Idea—
We used the freshness of mint to trigger the senses and start a 'mint revolution' — our rallying cry for drinkers to stand up for an authentic (and fresh) cocktail made by hand. The way Havana Club still make it in Cuba.
Role: Concept / Creative Direction / Art direction / Design / Writing
Our urban mint gardens were inspired by the resourceful Habaneros of Cuba who grow food in gardens on rooftops and even in car boots.
We partnered with ‘guerilla gardener’, Richard Reynolds, to create gardens in major cities across the UK which were all made from found and up-cycled materials (each with a provenance story).
Popping-up in the morning, the gardens grew throughout the day, and were complete as people were ready to go for an after-work drink.
Bunches of mint were given to passers-by and they were guided to local bars that served Havana Club. If they took their fresh mint into the bar, it’d get made into a free cocktail—by hand, of course.
The campaign won over 10 awards including Best Integrated Campaign at the IMC European Event Awards, Best Brand Experience, Best Art Direction and the Grand Prix at both the Event Awards and IPM Awards.
Campaign included—
Brand experience
Film
Photography
Posters
Promoted social posts
Bar finder app
In-bar point-of-sale
