Share The Spirit
Integrated Campaign
Brand
Papa Salt Coastal Gin
Key Message
Hang up, hang out, and share your stories. But most importantly, share the spirit.
Target Audience
Early Gen Zs and late Millennials, upper middle class, adventurous, want to get away from tech sometimes.
Goal
Bring Papa Salt to the American Market and make it the gin of the generation.
OOH
Social
Hang up, hang out, and listen to this carefully curated playlist. Click on the image to have the full experience.
IRL Experience
Papa Salt x We’re Not Really Strangers encourages people to share their stories and seize the moment.
Project Information
Papa Salt Coastal Gin is an Australian premium small-batch gin inspired by coastal living. The “Share the Spirit” campaign encourages people to disconnect from screens and embrace real connections. It blends experiential marketing with digital storytelling, featuring the Papa Salt Beach Club, QR-enabled bottle corks, and community-driven experiences—all inspired by the nostalgia of golden-hour gatherings and the magic of being present.
Project Process
The project began with deep research into Papa Salt’s brand values. I discovered their acknowledgment of the Bundjalung Nation—the traditional custodians of the land where they source their botanicals. This led me to corroboree, a Bundjalung tradition of gathering through music, dance, and storytelling, which became the foundation for the “Share the Spirit” campaign—celebrating presence, connection, and shared experiences. For the brand film, I drew inspiration from Dead Poets Society and Apple’s iPad Air commercial featuring Robin Williams, aiming to craft a visually poetic narrative that captures the fleeting beauty of moments spent together.
Key Services
Art Direction, Copywriting, Talent.