Malibu: 'Best Summer Ever Project' content hub

Credits & Description:

Malibu, the Caribbean rum with coconut flavour owned by Pernod Ricard, has launched the first major part of the âBest Summer Ever Projectâ with the launch of an innovative global content portal.Malibuâs âBest Summer Ever Projectâ content hub is hosted on a premium YouTube channel and encourages consumers to help curate a collection of over 100 summer experiences to create the definitive #BestSummerEver list. The content hub features inspiring content, including a promotional video inviting people to participate in the campaign. The Instagram-inspired film, which also runs across Video On Demand and YouTube pre-roll, brings to life the concept that the best âyouâ is the âsummer youâ. One Republicâs âLife in Colorâ is used as the soundtrack.
The final #BestSummerEver list will then be brought to life in the form of a 40-day reality series beginning at the end of July. A group of friends will go on an unforgettable road trip taking on the list of summer experiences. This journey will be documented and video content will be shared on the bespoke Malibu content hub, as well as across social channels.
The âBest Summer Ever Projectâ encourages Malibu drinkers the world over to unleash their âsummer youâ and is based on the insight that they feel free and happy during this time of year. Created by AnalogFolk London, the global campaign for Malibu builds upon the cultural phenomenon amongst young adults who are already documenting and sharing memorable summer experiences through social media.
Vizeum has handled global media planning and buying for the campaign.
Category: Drinks, alcoholic
URL: https://www.youtube.com/user/maliburum/bestsummerever
Client: Pernod Ricard
Agency: AnalogFolk London
Country: United Kingdom
Executive Creative Director: Simon Richings
Copywriter: Danielle Melia
Creative: Daniel Noller
Producer: Stuart Pearman
Account Director: Joanna Holdsworth
Planner: Neil Bennett
Designer: Ben Howarth
UX: Julie Herskin
Social Media Account Manager: Tim Parsons
Creative Technologists: Rimas Krivickas, Giovanna Ruiu, Luís Rodrigues, Sushil Muppidi and Patrick Shelley
Media agency: Vizeum
Production Company (film): Pulse Films