‘10 DDB, UK // Captain Morgan’s Fools
Creative Director
Challenge
April Fool’s Day in South America isn’t in April. It’s in December. That’s why it’s called, simply, Fools Day. And why global brands need two ‘fools’ events per year. The northern hemisphere solution involves a… we’ll keep it a secret, for now.
What did we do for South America?
Solution
Before Fools Day, we released a series of new mixer ideas for fans of Captain Morgan’s Rum through the facebook channel. The rub? The mixer ideas are increasingly foul. Starting with a tea mix (hot or cold *eww*), moving to a ginger and spice version (too much of each ingredient, obviously), and ending with a lemon and milk concoction that curdles when made. *Puke*
On Fools Day itself the classic ‘Captain & Cola’ mix is released and Captain Morgan’s fans are told it was all a rouse.
Team:
Creative Director: Oliver Payne
Art Director: Brendan Howell
Copywriter: Luke Flynn
Business Director: Tom Baker
Account Manager: Jonathan Binks
