Embracing iconography for essential cut through
BRAND CHALLENGE
Infiltrate a marketing-savvy community to introduce a new-kid-on-the-block rum brand.
REAL WORLD THINKINGFor alcohol brands, success doesn’t come simply from a tasty product and nice bottle; success comes from being iconic. We wanted to spark this process with the new rum Dead Man’s Fingers, taking their current iconography of the bottle-etched skull, and bringing it to the forefront of culture.
THE EXECUTION
SkullCuts, a barbershop dedicated only to styles close to the bone. Whether full shaves, fades or undercuts, this was the place to celebrate your cranium, all washed down with your choice of Dead Man’s Fingers to successfully create a meaningful buzz for the mischievous rum brand.
Results
OPEN FOR 3 FULLY BOOKED DAYS
OVER 70 CRANIUMS CRAFTED
5M MEANINGFUL PR IMPRESSIONS
