- Client / Campari / Italy
- Agency / Havas Worldwide / Milan
With the aim to support the launch of Appleton Estate Jamaica Rum in Italy, the Campari Group commissioned Havas Worldwide Milan to design the creative concept and build a strategic activity that can engage users with an unconventional high viral potential. Thus was born The Chiringuito Appleton Rum launched with #mollotutto, which will provide an opportunity, in February 2015, to experience the atmosphere at the Jamaican Chiringuito Appleton and explore Jamaica and its traditions. Promoted on the web and supported by social channels and a viral video campaign on air since September 2014, the initiative will provide an opportunity for professional people who want to throw the daily routine behind and get through the challenge launched by Appleton Estate Rum. All applicants could open their candidacy on the digital platform until September 20 by uploading a video presentation. Until October 18 there will be a phase of interview in which the top 30 candidates, identified by a screening, will be interviewed to determine the 10 finalists. In the final phase of the project, finalists will be required to pass tests. Every week will be launched a theme that the candidate must interpret by choosing between three modes of expression: photography, video, writing. The goal for the candidate will be to convince that he is the perfect person to win this experience and the more motivated to accept this challenge. In this way he will become the new brand spokeperson Appleton for 2015, with the task of telling his adventure through the digital platform of the brand. The entire project will be reported in parallel over the famous italian blog “A gypsy in the kitchen.”, and the editorial plan will also involve Facebook, YouTube, Google+, Twitter, LinkedIn and Instagram. A storytelling of words, videos, photos, tastes and emotions based on the concept of #life revolution.
How many of us, at least once in our lives, have said the fatidic phrase «What the Heck, I’ll drop everything behind and open a Chiringuito on the beach!” ? Appleton Estate Jamaica Rum will give someone the possibility of doing it for real. But only who will demonstrate to have what it takes will be able to live a great experience in a real Jamaican “CHIRINGUITO”.
- Director / Enrico Mazzanti