Advertising Branding etc. - Design, Advertising, & Branding

This campaign is another let’s show a product that is consumed by an idealistic lifestyle. Something that the rest of us shmucks who work a 9-5 or the night shift work try to attain I guess. Overall the art direction is clean and simple, the photography is a tad weak, I mean their candids which works but, in the fire on the beach one they could have had a better capture of this surreal scene. The shot of going into the hurricane storm is pretty good but the concept seems strange, this is all about the idealistic lifestyle and yet no one wants to go into a hurricane. Maybe their CD’s goal was to make you feel like you were flying through these islands as a passenger to something remote, and if so only a small audience will pick that up but it’s an attempt to make this campaign unique. The lock up is loose and coming to life with the bottle. Overall it’s a decent campaign.

There’s an old expression on St.Croix watch the sunset with many, watch the sunrise with few.

In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum. To create a mystique around Cruzan Rum by romanticizing the islanders’ long history of making rum, drinking rum and embracing the true rum lifestyle.

Advertising Agency: Fallon Minneapolis, USA
Creative Directors: Dave Damman
Copywriter: Dean Buckhorn
Manager of Art Buying: Dave Lewis
Art Buyers: Kerri Jamison, Jennifer David
Production Company: Mason Vickers
Photographer: Nadav Kander
Representation: Stockland Martel
Producer: Tom Mason
Retoucher: Kander Studios
Published: July 2009