Our task was to launch a new spiced rum brand, with awareness the primary objective.
Based on a mischievous vodou spirit ‘Baron Samedi’, the brand had a rich visual story inspired by Haitian vodou culture.
During vodou ceremonies believers make offerings at shrines built to the various spirits, asking for wellness in their lives. These summonings usually involve the sacrifice of an animal or the spiritual possession of a person.
Our idea was to build a link to this vodou spirit world. We created real shrines to Baron Samedi, giving our audience the opportunity to summon his spirit from our posters, hung near bars and bottle shops where the rum was sold.
The shrines were handmade in collaboration with a local artist using found artifacts matching vodou offerings - real animal bones, feathers & brains, earthly decorations and Baron Samedi’s favourite - alcohol.
Based on a mischievous vodou spirit ‘Baron Samedi’, the brand had a rich visual story inspired by Haitian vodou culture.
During vodou ceremonies believers make offerings at shrines built to the various spirits, asking for wellness in their lives. These summonings usually involve the sacrifice of an animal or the spiritual possession of a person.
Our idea was to build a link to this vodou spirit world. We created real shrines to Baron Samedi, giving our audience the opportunity to summon his spirit from our posters, hung near bars and bottle shops where the rum was sold.
The shrines were handmade in collaboration with a local artist using found artifacts matching vodou offerings - real animal bones, feathers & brains, earthly decorations and Baron Samedi’s favourite - alcohol.
