LCBO
Rum n' Rhythm campaign - POP, recipe guide, shopping guide, web site, videos, social

#RUMn RHYTHM

Rum is the quintessential social drink – it always goes best with something additional: good friends, good entertainment and a good mix. Rum exudes island charm, it’s laid-back, chilled out and always ready to mix things up. LCBO's rum campaign, Rum n' Rhythm theme comes to life through highly recognizable Caribbean graphic cues. Brightly painted wood siding resembles the buildings typically found in island towns. Hand illustrated, playful type and visuals convey a relaxed, casual personality. An overall patina texture applied to the graphics create a familiar retro feel with a modern twist.  The “Rum’n” thematic construction creates a highly versatile campaign that can deliver diverse messages but maintains an island vibe. The images depict rays of sunlight to evoke a summer afternoon. Adding the hashtag provides a modern twist to this legendary spirit, and encourages viewers to go online to learn more – and to share their “Rum’n”experiences.

  

Scope of work:

creative direction & concept development
on-set art direction

video storyboards

design layout