BRUGAL RUM
Brugal Social Club
A social and event campaign for a rum brand that wanted to play in the luxury space.
FUN FACT: We built a custom rig to do the bottle spin.
A rum brand that didn’t want to act like a traditional rum brand.
For Brugal Rum’s first ad campaign, they approached us to develop a breakthrough luxury aesthetic. In response, we created the Brugal Social Club, a pop-up activation along with various content establishing the visual world of Brugal.
To keep a touch of the soul of Brugal, we shot entirely in the Dominican Republic.
Building out a world.
Our aesthetic carried over into social content based around Brugal’s master rum-makers.
A luxe one-night only social club all about shared passions.
To bring the campaign to life, we hosted one-night pop-up social clubs in New York and Miami, celebrating Brugal’s heritage of bringing people together through shared passions.
Each club embraced city-specific culture with hand-drawn maps of local hotspots crowdsourced from guests, custom cocktails, and local vendors. We leaned into the social club’s central symbol, the bespoke Brugal blue door, a signature icon created for the event series.
The social club also featured its own distinct design ecosystem, created by our team (see more in design!!).
Brugal ‘B’ branded membership pin
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Jon Pearce - CCO
Stephen Paul Wright - CD
Howard Collinge - CD
Jackie Ling - Copywriter
Oli Ali - Director/Photographer
Imagine This - Production Agency