Diageo

Karl Roche - Marketing Manager Leah Ferris - Senior Brand Manager Alana Lucci - Brand Manager

Leo Burnett Sydney *Lead Agency

Graham Alvarez - Head of Strategy James Healey - Content Lead Amber Glenister - Senior Business Director Laura Egan - Senior Business Manager Gotham Pillai - Content Writer Madeleine Purdy - Content Director Rachel Devine - Senior Producer

For a decade, Captain Morgan had enjoyed meteoric sales results. Things were great. Until they weren’t. This is an unconventional story that celebrates unconventional thinking. Namely, how a 17th-century buccaneer sharing his own (inexplicable) makeup tips, (odd) fashion line, and (downright weird) ASMR videos online, can somehow manage to sell rum. A lot of rum. Weird? Definitely. Effective? You bet. Our efforts grew the brand 14% year-on-year (YoY), at a time when Australians were drinking less than any other time in the past 50 years.