Problem: In the UAE alcohol companies are forbidden to show their product or even use their brand’s name in any kind of paid media. That obviously wouldn’t do.
Solution: Launch a manifesto - the first ever alcohol brand film shot in Dubai - celebrating the “art of a random night” and back it up with a series of content generating activations.
Snapchat:
To build the brand's presence on Snapchat we turned the platform on its head by placing booths connect to our own account at popular bars and clubs. Users were invited to record snaps of themselves telling our community where they were heading next and how they could "follow" them.
Youtube:
We built a microsite that let anyone become the star of their house party/pregame session by giving them access to a full DJ mixing console using YouTube links. It also recommends drinks based on your music taste.
To promote the microsite we made a headphone splitters in the shape of the iconic bottle and gave them away.
Social:
On social we released a series of GIFs with random overlays because people like clicking in things that move.
An #Absolutist will always pushing your buttons.
Dance like no one's watching and everyone will.
Take a different kind of ride tonight
When push comes to shove, ride it out.