Enjoy Sloooow.

While working at Vice, I had the opportunity to deliver copy and creative direction for Captain Morgan’s biggest 0.0% PR-driving campaign yet - under their Society 2030: Spirit of Progress plan. They want to have 20% of their portfolio formed by non-alcoholic or no-low alcoholic owned brands by 2030, and Enjoy Slow was the first major campaign to release under this directive. Directed by Jocelyn Antequil and helmed by Bree Runway. Who fronted the campaign and remix the iconic 90’s classic ‘‘Rhythm Of The Night’’.

We conceptualised the idea to ‘‘Enjoy Sloooow’’ encouraging drinkers to take it easy and moderate their drinking to match their pace - and nobody else’s. I co-wrote the script and creative research around it, pulling up Jamiroquai’s ‘‘Everyday’’ as the song we’d use as a tonal reference to remix the classic track in the second half of the ad.

Also delivered all web copy for the Enjoy Slow microsite.