Zacapa Rum's Lips to Soul campaign reimagines the narrative of premium rum, moving beyond traditional motifs to capture the brand's unique heritage. We were tasked with creating a global campaign that would broaden Zacapa's appeal while honoring its Guatemalan roots. Collaborating with director Caroline Koning and photographer Rory Payne, we crafted a love letter from Zacapa to the world, blending poetic storytelling with ethereal visuals. The campaign's art direction embraced magical realism, utilizing film stock, quick flashes, and captivating locations to evoke a sense of discovery and depth. This approach invited consumers to experience Zacapa as more than just a rum, but as a journey from lips to soul.
Agency: forceMajeure
Photography: Rory Payne
Film: Caroline Koning
Creative Director: Pierre Delebois/Hugo Chevallier
Senior Designer/Art Direction: Bertha de la Torre
Strategy/Copywriting: Meilyn Weege
Account Director: Griffin Heller