The Challenge: Get millennial guys talking about a small-batch rum they'd never heard of.
The Solve: We took a cue from the product itself. Just like two distillates blend to make Mount Gay Black Barrel, we paired artists across U.S. cities to blend their talents — turning local collaborations into a national integrated campaign.
Results: Drove double-digit sales growth of Mount Gay Black Barrel.
Helped MullenLowe expand from North American to Global Creative Agency of Record.
ROLE: Copywriter, Creative Director, Video Preditor, Story Producer
AD/CD: Amanda Kuchman
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Gave Ricola a sense of humor
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PIONEERED BIAS FIGHTING TECH
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Propelled Ricola to #1 Drop
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MADE the invisible, visible
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Sparked a national debate
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Disrupted the sea of sameness
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Shut Internet Trolls Down
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Threw first virtual ugly sweater party
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Created colorful content in-house
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Got leaders to step up at cannes
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Launched world's first smart skincare regimen
