CAPTAIN MORGAN
My Role:
Creative Strategy & Design
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7%
57%
33%
believe they have the best quality of life.
have lowered their long-term aspirations, now only planning ahead for the next 6 months.
only go out for special occasions.
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Brief
The
“Gen-Z’s yearn for meaningful moments, because these sort of moments adds value to ones life, but the world is moving too fast for life to enjoy”
Gen Z have missed out on precious formative moments, and have been forced to dive head first into the busy and chaotic world of work, of which leaves very little time for fun. This has lead to 93% of us feeling dissatisfied with life.
Insight
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Gen Z have missed out on precious formative moments, and have been forced to dive head first into the busy and chaotic world of work, of which leaves very little time for fun. This has lead to 93% of us feeling dissatisfied with life.
So how can Captain Morgan provide an entire generation the chance to take back memories?
Work & Play
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“Rum&Bass” - campaign that “Work” alongside the “Play” to ensure we create opportunities for upcoming DJ’s.
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Will be offering workshops and experiences to test and improve their skills at our events.
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Monthly events where Captain Morgan hosts themed monthly events, partnering with existing nightlifes, that allows Gen’Zs to experience their lost years, whilst making new core memories!
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Events are based on missed moments worth celebrating, big or small e.g. Prom, 18th birthday, graduation.
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#PartyBelowDeck allows Captain Morgan to bring spice back into the mundane, to balance Gen Z's work life, by introducing more play.
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