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The Work: New Campaigns - The World.(briefs)(10 Cane Rum)(Mother New York)
10 CANE RUM - 10 CANE - US CREDITS Project: 10 Cane Client: Rob Bryans, vice-president, 10 Cane Rum Brief: Consolidate 10 Cane's position as the leading luxury rum Creative agency: Mother New York Writer: Brandon Davis Art director: Piers North Media agency: MediaCom Media planner: Reatha Braxton Photographer: Anders Overgaard Retouching: TAG Exposure: National magazines including Vanity Fair, GQ, Details and Conde Nast Traveler
Well-heeled hedonists enjoying a taste of paradise on a Caribbean island are being used to present 10 Cane as what its makers insist is the world's first luxury rum.
LVMH, the luxury goods group whose brands range from Dom Perignon to Christian Dior fragrances, claims to have created the luxury rum category when it launched 10 Cane in …
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