Challenge: To create dynamic, interactive, and innovative Out of Home and Point of Sale marketing collateral for The Kraken Black Spiced Rum.

 

Insight: The identity we created around The Kraken brand has been that the Kraken is a huge, violent, mysterious beast, and massive on any scale. No one can challenge it, and consumers have been urged to "Release the Kraken."

 

Solution: We wanted to give The Kraken beast life and have it "attack" the real world and its components that people perceive so often as safe and normal. We placed it in environments where it would never be found and built it in 3D to literally had it interact with the surrounding environment. 

 

Agency: Dead As We Know It

Agency: Dead As We Know It

 

Custom 3D billboards for The Kraken Rum, located in Denver, Portland, and Chicago. The billboards were designed to look like the kraken was attacking people, getting pulled out of windows or off of scaffolding and getting flung through the air. 

Building off of the idea of the 3D billboards, I created Tentacle Stands bursting from the floor of liquor stores where The Kraken Rum would be sold. The suction cups of the tentacles hold individual bottles of the product, as if the Kraken were grasping on to each bottle. Additional floor stands would be located nearby for extra product availability. 

3D TENTACLE SHELF DANGLER

Additional 3D tantacle shelf dangler to accompany the floor stand concept.

TENTACLE FLOOR DECALS

Floor decals depicting the Kraken's tentacle bursting through the floor to continue the concept of the destruction from the Kraken. The floor decals wuld lead the consumer to the location of The Kraken Rum in the store. 

Pool tables and bar lamp chandaliers designed featuring the mysteriousness of The Kraken. The pool balls and sticks would also be Kraken themed.

Kraken STRIKE! The Kraken would sponsor a bowling lane at local bowling alley bars, and additionally sell bowling merchandise to use at the alley and take home for ephemera, such as bowling balls and a bowling pin set.