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Captain Morgan is a rum brand and was in need of a new campaign that would "spice" up interest for their product. The goal was to hit Captain Morgan's demographics and utilize their piratesque theme to the fullest potential. After a few brainstorming sessions, the team and I decided on a sea shanty concept. The main draw of this campaign would lie in a brand new commercial with an extravagant and catchy song and the possibilties of expansion through consumer write-ins of their own sea shanties.
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