Campari were set to launch a new spiced rum into the market in an already successful, yet crowded category. But luckily Baron Samedi had a rich brand story with strong product intrinsics.
We chose to launch the brand in conjunction with Nova “Red Room” at the Beresford in Darlinghurst, with the “Reubens” headlining.
We took reference of the 13 ingredients of the Barons head, and voodoo heritage, to take guests on a series of layered experiences which would provide moments of unexpected turns including rituals that would see their cocktails disappear in front of their eyes.
