I created the campaign "Show your Tiki Side", with the mentorship of MRM London agency, during my experience at the Creative Comeback 2021 program set by Diageo and sponsored by D&AD. 
The brief
Speak to the post-millennial generation, making the Tiki Rum Mango and Pineapple an appealing experience for them. 
Creative Strategy
Following the values and the mood of gen z, "Be genuine, be yourself, make acceptance one of the main values", the idea has been to represent the Tiki experience like the moment in which you can be whatever you want and be comfortable with yourself and your friends.
"Show your Tiki Side". 

Moodboard
photographer Daniel Thomas Smiths - danielthomassmith.com
Captain Morgan brief, set by Diageo as part of the Creative Equals Comeback programme. 
Ideas are proactive - the work hasn't been made.
Other proposals
photographer Daniel Thomas Smiths - danielthomassmith.com
Back to Top