TONE

For the second wave for their launch after the success of the SPIRIT ANIMALS EXPERIENTIAL CAMPAIGN, Zignum, the mezcal brand hailing from Mexico, decided to get a little bit more intimate.

An activation was set up at the III Points Music Festival in Miami, where people could snap polaroids to document the memories they were making at the event.

An ornate mural of lips with the words, "Meant to be Kissed"  served as the backdrop to emphasize the method by which mezcal should be properly savored; slowly, like a cross between a kiss and a sip. 

People obviously took the hint, as the activation also served as a kissing booth.

In light of the mood and revelry, Zignum began taking stellar photographs of key performing artists, entertaining characters, and of the events that were unfolding during the festival.

Short "kisses" in the form of notes of admiration were written about the music, the people, and about the event. These musings and photographs, together with UGC, were collated and published as a digital scrapbook.

IMPACT REPORT:

➡ Two years after launch, Mexico represented 50% of sales, while the US and global markets took the rest. 

➡ Market expansion in the US skyrocketed from 5 to 17 states in US, and to over 21 countries in Europe. 

➡ Zignum Mezcal became the #1 selling mezcal in the state of Florida within the first year of the brand's launch.

➡ In one year, Zignum's global Facebook accounts jumped from 0 to 350,000 fans worldwide.

I shot the photographs, developed the creative strategy, and facilitated the build and execution of the experience.

Photographs were shot with a Nikon D5300 and Nikkor lenses.

CREDITS:

Client: Zignum Mezcal

Agency: Macias Creative

Creative Strategist & Photographer: Adenike O. Akinbisehin

Videographer: Mike Atwood