BOURBON & BRANCH- Rum run campaign
School workCHALLENGE
Promote Bourbon & Branch (in Chicago)'s annual bartender competition.
Bourbon and Branch is a speakeasy theme bar that serves a variety of modern and vintage specialty drinks. Winner will win a set of William Sonoma bartender tools as well as the honour of being featured on the drink menu.
IDEA
Playing off the speakeasy theme, the campaign aim to recreate the thrill of the Prohibition era.
TV STORYBOARD
Storyboard by Lia MacLeod and Sunny Cheng
Description:
The scene opens on a man drinking alone at a 1920s speakeasy. He eyes the bartender and drops a small bag of money on the counter. Then, without hesitation, he exits the speakeasy with a mysterious paper bag. Suddenly, out of nowhere, an officer shows up and attempts to arrest him. The man panic and runs through the old fashion streets until he finally stops in front a door. He enters the house and we realize it’s a modern home and the time traveling experience was created by Bourbon and Branch.
NEWSPAPER AD
Like Bourbon & Branch, the newspaper ad also creates the same time traveling experience. One of the pages in Chicago Sun-Times has been taken back to 1920s to promote the competition.
DIRECT MAIL
Playing off the mysterious speakeasy theme, the direct mail is printed with missing words that once hold against a strong light source would reveal letters and completes the invitation.
MOBILE APP GAME
The mobile game simulates a bartending experience to raise awareness for the competition. The game invites people to mix drinks based on actual recipe, what's more, each bottle is also a modern or 1920's songs. In the end one would end up with an interesting remix of songs that’s also representative of a cocktail.
