CAMPAIGN OVERVIEW

A 3 part reels campaign, bringing attention to the pronounciation of “Carajillo”, Licor 43’s signature drink.
Due to strict social guidelines in posting alcohol-related content as well as consumer psychological aversion to traditional marketing, the series will capture the making of a “campaign-but-not-campaign” featuring Millie Tang and Charli Burrowes to provide original, genuine and engaging content to support the key messaging.
The goal is to bring the audience on a journey of discovering the Carajillo, it’s pronounciation, Licor 43 and Spain, utilizing a fun, charismatic energy inspired by Steven Soderbergh’s Ocean’s Eleven as well as current social trends.

KEY MESSAGING
How to pronounce “Carajillo”

ROI
Reach and engagement

DELIVERABLES
3 part premium reel series
3 x posts of “hero content” to follow each reel
3 x UGC/BTS posts
Reel will be shot vertical for socials. Hero shots will be shot again in landscape.
“Hero content” will be a mix of clips and stills.
ALL content will be provided to the brand with full usage rights.
All premium reels will be collaborated with Licor 43 with all paid partnership and audience restrictions in place.

CREDITS
Co-directed and featuring Millie Tang & Charli Burrowes
Shot & Edited by Ben Andrews
for Licor 43

CONTENT OVERVIEW

BRISBANE [PART 1]
Millie and Charli meet for a catch up at The Gresham in Brisbane, Australia with Charli asking Millie what the “job” is as she arrives.
Millie makes a Carajillo for Charli who tastes it and confirms that it is the drink that is the “job”.
They have an exchange about the name of the drink and it’s pronounciation.
All script is non verbal in the series and appears as subtitles instead.
As Charli asks over and over for clarification on the pronounciation, Millie “breaks the fourth wall” and we hear a beeped out “Carajillo”.
The two then start the “planning” of the “campaign” [shot as a montage]
Afterwards, they stand in front of a planning board filled with printouts and thread, with a large AUSTRALIA > MADRID message.
They have an exchange about going to Madrid as the reel finishes with Charli asking once again the name/pronounciation of Carajillo.


MADRID I [PART 2]
Charli and Millie are seen infront of an iconic Madrid landmark exchanging about how Madrid was the right idea.
Before embarking on “The Making of the Campaign” Charli once again asks the name/pronounciation of Carajillo.
What follows is a montage of the two around Madrid creating '“The Campaign”; whip pans of Charli in a director’s chair to Millie shooting the Licor 43 bottle, “studying” the Carajillo in bars etc.
Reel ends on a wide hero shot of the two of them enjoying a Carajillo and cheers-ing.


MADRID II [PART 3]
The reel begins with Charli and Millie viewing the end shot of the previous reel on an iPad or similar.
They are sitting in a bar and have an exchange again about how Madrid was the “right idea”
Charli finished her Carajillo and again enquires as to the name/pronounciation of the drink.
A server approaches them and asks if they’s like another Carajillo. [This line is the only spoken line out of the series, by a native Spanish speaker so we hear EXACTLY the correct pronouciation]
The reel ends with a look shared between Charli and Millie.

SCHEDULE, DATES & TIMELINE

25th AUGUST
BRISBANE Reel Shoot


25th AUGUST - 6th SEPTEMBER
BRISBANE editing window


9th SEPTEMBER - 14th SEPTEMBER
BRISBANE review period by brand


1st OCTOBER - 7th OCTOBER
MADRID Reels shoot window
4th/5th main shooting days


21st - 27th OCTOBER
Editing window for MADRID I & MADRID II content


WEEK OF OCTOBER 28th
MADRID I & MADRID II review period by brand


WEEK OF NOVEMBER 11th
BRISBANE content live


WEEK OF NOVEMBER 18th
MADRID I content live


WEEK OF NOVEMBER 25th
MADRID II content live