Captain Morgan — The Anti-Influencer

Yarrr! We were given an opportunity to start an Instagram page for one of world’s most famous pirates - Captain Morgan (@CaptainMorganAU). We also found that Instagram landscape, and it’s “influencers” were increasingly perpetuating a culture that was toxic and fake. The opposite of the real charm and good times that the Captain endorses. So we were set to out-do the world of the influencer and inadvertently show them how ridiculous they can really be. We cheekily imitated, over-exaggerated, and jumped on popular trends including ASMR, Beauty Tutorials and the Hypebeast Streetwear scene - all in attempts to bring back the fun to social media. This campaign was a finalist for Best Use of Social Media at the B&T Awards 2019. Creative: Gotham Pillai | Director: Madeleine Purdy | Strat: James Healey | CD: Malcolm Caldwell, Ian Broekhuizen, Laurent Marcus