seagram's 7 crown brand campaign (2017)

In Colombia, whiskey is often seen as a stuffy drink reserved for graduation, marriage and parenthood. Instead the drink of choice among Colombian night lifers was aguardiente (literally translates to “fire water”), Colombia’s official liqeur and as the state-backed alcoholic drink of choice, it would be difficult to unseat it’s position at the top.

So we decided to challenge the young clubbers of Colombia to push against the social norms of Colombian life and drinking occasions for a bolder, unexpected choice by pushing against the norms of alcohol advertising. We dared them to try something different…because the night never goes exactly as you expected.

CW: Jon Colón
AD: Carolina Perez-Siam

Director of Design: Daniel Alves