Fear Not, Embrace
Launch Event (Print + Spatial)
Agency: Diamond Integrated Marketing
Senior Designer: Julie Bisson
Art Director: Darryl Graham
The Brief: Introduce Baron Samedi – a new spiced rum launching in 2016 – to Canada. Earn brand recall and word of mouth with a provocative launch event that inspires influencers to share their unexpected experience with Baron Samedi.
The Idea: create a late-night launch party where the Baron himself summons guests to cross into a world of mystery for a night less than ordinary. On this night, guests are compelled to 'Be the Baron' and embrace the unknown with Haitian-inspired theatrics and mysterious transformations. Inspired by Caribbean beaches and Haitian Vodou, the campaign look and feel features intense colours and imagery that embody the dark, mysterious essence of the Baron Samedi.
Guest Wild Cards
Illustration by: Darryl Graham