Shorty Awards Winner – Wine, Beer & Spirits Category

Featured – Campaign Live – Pick of the Week

I worked with Diageo to launch a new responsible drinking campaign, featuring its Captain Morgan rum brand and grime star Lady Leshurr.

The campaign, called ‘#LiveLikeACaptain’, includes a music video featuring lyrics written by Lady Leshurr and produced by Swifta. The ad highlights the potential pitfalls of excessive drinking on a night out, before rewinding to tell an alternative story where “positive choices” are made.

The #LiveLikeACaptain initiative also features a website where consumers can access information about responsible drinking as well as win tickets to see Lady Leshurr in concert. Ads are rolling out across Spotify to educate our target demographic as well as a series of Facebook Canvas ads.

Our idea to deliver the campaign through grime music and partner with Lady Leshurr gave us an opportunity to create authentic conversations around responsible drinking and capture the humour imbued within the Captain Morgan brand.

Impact results exceeded all targets and demonstrated that the campaign resonated with our target audience perfectly, getting everyone talking, participating and sharing.

As you can see from these stats:

– 3.4 million video views

– 17 million reach

– 45,000 engagements

– 50,000 clicks to website

– Smashed Spotify benchmarks for video takeover click-through rate (CTR), 225% above the benchmark

PR coverage across 30 online and print titles ranging from Metro, The Daily Star, Music Week, The Debrief, Wonderland, Complex.com – generating 478K reach (estimated) … and the music video was featured as Campaign’s Pick of the Week.