Zacapa - The Art of Slow

Zacapa

Inspiring people to recognise that time well spent is the ultimate form of luxury.

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Challenge & Insight

To realise their ambitious growth targets, Zacapa needed to recruit new luxury consumers by creating a more relevant cultural platform.

Zacapa’s potential had not been realised due to a mismatch in its ultra premium category positioning & the cultural perception of rum – that it lacks the craft & appreciation associated with other dark spirits.

Zacapa - The Art of Slow
Opportunity & Solution

Celebrating a shared appreciation of craft & quality.

We evolved Zacapa’s association with gastronomy & made it more relevant to new luxury audiences by shifting the focus away from Michelin star chefs & onto more accessible, bold, creative gastronomic outliers.

Drawing parallels between the familiar craft of gastronomy & the craft that goes into Zacapa allowed us to move away from exisiting rum perceptions & position the brand amongst other dark spirits — while celebrating the latin warmth & sweet, accessible taste the sets it apart.

We took Zacapa from a brand that fed the few to one that inspires the many — rewarding those who make the choice to slow down, discover & appreciate.

Tim Donald, Creative Director
Zacapa - The Art of Slow
Journey Above the Clouds

The story of two women pushing the boundaries of their fields.

Lorena Vásquez, Zacapa Rum’s master blender, works 2,300m above sea level in Guatemala, where she combines aromas & flavours of slowly aged rums to create an exquisite blend. Some 2,688 miles away Latin America’s best female chef, Kamilla Seidler, scales the sub-tropical terrain of Bolivia in pursuit of the best local produce to create her world class dishes & inspire her students. 


Through a narrative that weaves the two stories together, we draw parallels between the women’s crafts, highlighting the dedication & appreciation of quality that brings together the worlds of gastronomy & ultra premium rum.

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
The Art of Slow Content Series

A journey of creative discovery to uncover the stories of those disrupting the world of gastronomy.

We created a series of short documentaries, featuring Kamilla Seidler as she takes time out of her restaurants & embarks on a journey to reconnect with her craft. Putting ingredients & techniques aside, Kamilla spends time with the people redefining the world of gastronomy, looking beyond the kitchen to understand what makes these disrupters stand out from the crowd.

The series enabled Zacapa to share stories of their product in relevant ways while further establishing their association with gastronomy & authentically building credibility with new audiences.

Watch all the series on Vimeo

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Editorial

A series of long-form stories that go beyond techniques & recipes.

The Art of Slow is about so much more than the practical approach to gastronomy, it speaks to emotional connections, inspiration & passion.

We created a series of long-form editorial pieces that explore the lives of those at the forefront of creative gastronomy & what happens when you take the time to reconnect with your craft. Read them here.

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
How-To’s

Taking serves from above the clouds into the home

We created a series of short-form how-to videos for social, showing you how you can make signature & occasion-based Zacapa serves at home.

Watch all the videos

Experiential

An opportunity to slow down & appreciate the moment

We collaborated with TBA to develop & deliver an experiential concept that encouraged people to reconnect through deeper, more meaningful experiences — bringing together Zacapa Rum & incredible food.

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Social

Taking London’s most exciting chefs out of the kitchen in search of inspiration.

We took six of the top chefs in London on a gastronomic experience in Copenhagen, a city considered to be leading the way in creative gastronomy & home to Noma, one of the best restaurants in the world.

We followed their journey, shooting stills & video, which were distributed across the chef’s & Zacapa’s social channels – reaching new audiences & demonstrating Zacapa’s commitment to gastronomy.

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Impact
+78%

CPM, compared to Facebook’s global benchmark

3.49%

Engagement rate, compared to Zacapa’s average of 2.71%

4.61%

Click-thru rate, compared to an industry benchmark of 1.69%

Zacapa - The Art of Slow
Zacapa - The Art of Slow
Zacapa - The Art of Slow
Our Role
Studios
Strategy | Creative | Art Direction | Editorial & Content Production | Community Management
Our Collaboration Partners

TBA | SMARTS | Shuffle Media | Alex Graziolli | Jacob Niblett | Lukasz Pruchnik