Most rum brands tap into their Caribbean heritage. Matusalem is no different, only they are brave enough to tell it like it is. The family not only was expelled from Cuba by Fidel Castro in 1969, they’re proud of it. All we had to do was to tell the story.
The campaign won the Grand Prix at the Golden Drum. Then was exported to the US (for obvious reasons), and then banned from Argentina, also for obvious reasons.
Agency: Kaspen Prague
Role: Concept, Senior Writer