For Captain Jack, we didn’t just run a campaign - we activated a whole new brand expression. Moving away from pirate clichés, we leaned into a jester-like archetype aligned with the new claim: Spread the wings of the party.
The TV spot itself was a hybrid activation: practical effects (a rotating bar floor) met digital craftsmanship, with the brand’s macaw parrot created fully from scratch in collaboration with Orka Studio.
We activated the idea across every meaningful touchpoint - TV, digital, social and even night-time murals that came to life after dark.
And we didn’t stop at the media. We activated the brand in everyday contexts too — POS materials, Teams backgrounds, stickers - ensuring Captain Jack showed up wherever the party could start.
A brand that didn’t just show up in the Flavoured Alcoholic Beverages category, but truly took flight.
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