|Title||Cuba Made Me|
|Agency||M&C Saatchi London|
|Campaign||Cuba Made Me|
|Date of First Broadcast/Publication|
|Business Sector||Spirits, Fortified Wines|
|Philosophy|| M&C Saatchi London and Pernod Ricard’s Havana Club have developed a new global communication strategy for the Cuban rum brand spearheaded by the idea ‘Cuba Made Me’ that aligns the brand with Havana’s raw street culture. The campaign is designed to attract a new breed of young urban rum drinkers across Europe.|
As an authentically Cuban rum brand, Havana Club is ubiquitous in and around the streets of Havana. To help with audience appeal and a desire to convey a more authentic and gritty aspirational aesthetic, the campaign distances itself from the tourism clichés of beaches, vintage cars and salsa and instead focuses on the young Cubans uniquely shaped by Havana, its culture and its streets.
Launching in Germany this spring ‘Cuba Made Me’ portrays Cuba’s young and creative street artists, dancers and bartenders as the main protagonists. The fully integrated campaign is planned to run throughout the summer with the ambition to roll out to other European markets later in the year.
The campaign will launch with a :20s TV spot, and will then expand on themes in the TVC through a series of online and social activity featuring the young street Cubans and exploring Cuban streetstyle, streetart, streetfood, club and bar scenes.
The campaign will be supported in owned channels including cuba-made-me.de, Facebook and Instagram with the campaign hashtag #CubaMadeMe intended to encourage further audience engagement. The idea will be activated Germany-wide with events and experiential activity at on and off trade outlets.
|Executive Creative Director||Justin Tindall|
|Deputy Executive Creative Director||Mark Goodwin|
|Head of Art||Grant Parker|
|Chief Client Officer||Jeremy Hemmings|
|Account Director||Matthew Hennell|
|Agency producers||Barney Ferguson|
|Agency producers||Caroline Angell|
|Production Company||London Alley|
|Executive Producer||Jess Bell|
|Editor||Final Cut - Ben Stephens.|
|Flame Artist||Ben Robards|
|Nuke Artist||Jack Kennedy|
|Production Director||Belinda Grew|
|Sound||LFO - James Saunders|
My creative pursuits have always gotten me in trouble. Before Fac...
I co-founded Fish Do It (Mumbai) and Some Early Birds (Malaysia)....
Dörte is one of Germany’s most highly awarded creative directors....
Greg began his career as a writer in Los Angeles before moving on...
Creative / Copywriter based in Paris, France. I've been working...
Since establishing Fancy Films in 2002, Keryn has built a blue ch...
Following stints some of London’s most creative advertising agenc...
I find it hard to be serious for very long. So I’ll be brief. I t...