DON PAPA MASSKARA (2023)

We needed Don Papa Masskara to launch in the UK and own the space in an event to solidify themselves as a cultural relevant rum. The task to Associate Don Papa Masskara, to a moment in culture/time that will make, our 25-30 YO consumers make it their rum of choice.

With 63% of millennials express themselves through fashion but nearly half of millennials feel as though they don't have enough moment to express themselves.

SO…

We are throwing a doomsday fashion gala, where you dress like it's your last day. This event will be promoted through a massive CGI Don Papa MassKara bottle floating down the Thames, as well as interactive posters asking the audience to "tell us when you feel most yourself", prompting the audience to write their answer.

Creatives:

Marcus Austin

Sergio Lopez

Julia N'Diamoi