Don Papa Rum Gives You a Glimpse of Sugarlandia
The work, including a 60 second film and digital cutdowns, takes the viewer on an animated journey, introducing us to the origins of the Rum found deep in the forests of fantasy-like Suglarlandia, the home of the world’s only premium Filipino rum, which is distributed globally. The island’s native animals take the reins in guiding viewers through the lush environment as the narrator highlights Don Papa’s most coveted treasure; sugar cane, which creates the noble spirit that is Don Papa Rum.
Charged with growing appeal and awareness of Don Papa Rum amongst younger Millennials, the first work from Omelet Assembly employed their network of global makers to create the global campaign, drawing on their diverse backgrounds, ideas and concepts. The winning concept started with the end product: the bottle. Omelet Assembly makers drew their inspiration from the whimsical and otherworldly packaging seen on Don Papa bottles – which led the team to bring to life the part-real, part-fantasy world of Sugarlandia.
Omelet Assembly’s global footprint made the execution of this project efficient and nimble, with the original concept the team pitched becoming the work we are now seeing. The campaign launches globally with the film as the anchor, supported by a market-by-market immersive PR event series.
Charged with growing appeal and awareness of Don Papa Rum amongst younger Millennials, the first work from Omelet Assembly employed their network of global makers to create the global campaign, drawing on their diverse backgrounds, ideas and concepts. The winning concept started with the end product: the bottle. Omelet Assembly makers drew their inspiration from the whimsical and otherworldly packaging seen on Don Papa bottles – which led the team to bring to life the part-real, part-fantasy world of Sugarlandia.
Omelet Assembly’s global footprint made the execution of this project efficient and nimble, with the original concept the team pitched becoming the work we are now seeing. The campaign launches globally with the film as the anchor, supported by a market-by-market immersive PR event series.
“To reference the film, we focused on the moment we discover the endless sugar cane fields, shortly after going through the bottle label and flying towards Sugarlandia. We want to impart to the audience that when you explore Sugarlandia, you’ll discover that Don Papa Rum is anything but traditional - it’s an escape to a world where real life and imaginary fantasy coexist,” says Andrew Garcia, CMO, Don Papa Rum.
“Using our global network of creators to develop Sugarlandia and transport viewers into this mythical, fictional world was the perfect kick-off project for Omelet Assembly. The breadth of diverse talent at our fingertips allowed us to pull off a global campaign with efficiency and craft - Omelet Assembly’s two superpowers,” said Florian Bodet, creative director, Omelet Assembly.
Don Papa Rum is a premium rum native to the island of Negros (known locally as Sugarlandia) in the Philippines. Launched in 2012, it is the only premium rum native to the Philippines. The brand launched in the United States in 2017, and is now in over 30 countries.
