View my profile
Malibu Black
Creative Direction, Design
Malibu Black, a stronger, harder version of the original rum, was looking to market itself to 21-29 year-old-males. The ask was for a buzzworthy digital initiative to spark conversation, engagement, and product awareness.
Concept 1
Badass Brodown
Just like wolves, men have always run in packs. It's in their nature to form groups and work together to have a good time. We see it in real life, as well as on TV and in movies — Swingers, Entourage and The Hangover. There's nothing like getting best friends together and howling at the moon. In the "Badass Brodown," the search is on for the next alpha pack by asking men to gather their packs and prove their dominance. Once packs are formed, they'll compete online against other packs to achieve points and ultimately the title of pack leader. The chosen Malibu Black Wolfpack will become the official face of the brand. The entire crew will be sent on the ultimate road trip to represent Malibu Black at VIP parties across the country.
Concept 2
Spirit of Adventure
When guys go out, they become the explorers and the night is their territory. They'll see things that excite them, things that shock them, too…but they continue on. Because the truth is, this is what they live for. Malibu Black, the spirit of adventure, allows them to explore the nightlife and tag the wildlife. The campaign hub will be on Facebook, where users can post photos and tag the creatures they find, such as the "Slopapotamus," then browse the nightlife survival guide — a gallery of newly-discovered Malibu Black "Species of the Night" and get tips on what to do should they encounter them.
