Zacapa - Lips to Soul

Our main objectives for this campaign were to create a sense of discovery (brand awareness), while also giving those who discover the product a chance to fall in love with the brand. We decided to write a love letter from Zacapa to the world, titled “Lips to Soul”. This format gave us the perfect opportunity to celebrate & romanticize integral aspects of the brand heritage, product inception, & taste experience, while engaging consumers through ambiguity, poetic rhetoric, & depth.
As there were many forms of media at stake for this campaign—TV/OLV, social, programmatic, out-of-home, & point-of-sale; across the U.S. & Europe—we needed to consider how this creative vehicle could thrive with unity across video & still platforms. For the video, we wanted to create a sense of magical realism that is rarely seen in the spirits industry. By shooting on film stock, using quick flashes, cinematic details, & captivating locations, we wanted to engage the consumer by stopping them in their tracks and having no choice but the curiosity to see more. Working with the talented & emerging director, Caroline Koning, the awe and wonder of Zacapa was in good hands to due visual justice for, all coming together in a beautiful piece of narrative.