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
PROJECT TITLE
TBC
ABAC GUIDELINES * RESPONSIBLE COMMS
No minors, no animals, no operation of heavy machinery or vehicles, responsible consumption eg. no rapid consumption of multiple drinks, no shots, no consumption near bodies of water.
*Official to come*
MADRID TRIP
CHARLI FLIGHT DETAILS [EMIRATES]
Booking Reference: ITN8EN
OUTBOUND
EK 431 Departing Brisbane International Airport [BNE]
1:55am, Friday 27th September [Arrive at airport at 11pm on Thursday 26th September!]
Arriving Dubai International Aiport [DBX]
10:05am, Friday 27th September
STOPOVER: 4hr 35min
[Silent airport, be at departure gate 90 minutes before departure time]
EK 075 Departing Dubai International Aiport [DBX]
2:40pm, Friday 27th September
Arriving Charles De Gaulle Airport [CDG]
8:00pm, Friday 27th September
INBOUND
EK 072 Charles De Gaulle Airport [BNE]
11:25am, Monday 21st October [Arrive at airport at 8am - Uber to airport at 7am]
Arriving Dubai International Aiport [DBX]
8pm, Monday 21st October
STOPOVER: 6hr 30min
[Silent airport, be at departure gate 90 minutes before departure time]
EK 430 Departing Dubai International Aiport [DBX]
2:30am, Tuesday 22nd October
Arriving Brisbane International Airport [BNE]
10:20pm, Tuesday 22nd October
BEN FLIGHT DETAILS [QATAR AIRWAYS]
Booking Reference: SZZNZ7
OUTBOUND
QR 899 Departing Brisbane International Airport [BNE]
22:15pm, Monday 30th September [Arrive at airport at 7pm]
Arriving Hamad International Aiport [DOH]
06:00am, Tuesday 1st October
STOPOVER: 1hr 55min
[Silent airport, be at departure gate 90 minutes before departure time]
QR 149 Departing Hamad International Aiport [DOH]
07:55am, Tuesday 1st October
Arriving Adolfo Suarez Madrid-Barajas Airport [MAD]
14:25pm, Tuesday 1st October
INBOUND
QR 010 Departing London Heathrow Airport [LHR]
10:50am, Monday 14th October [Arrive at airport at 7:30am]
Arriving Hamad International Aiport [DOH]
7:35pm, Monday 14th October
STOPOVER: 50 min
[Silent airport, head immediately to departure gate]
QR 898 Departing Hamad International Aiport [DOH]
8:25pm, Monday 14th October
Arriving Brisbane International Airport [BNE]
5:30pm, Tuesday 15th October
MADRID ACCOMODATION DETAILS
The details to the accommodation in Madrid have been shared to your emails via Airbnb
Calle de San Quintin, 10 Madrid, Comunidad de Madrid, Spain
TRAVEL CHECKLIST AND PACKING
I’ve shared a travel and packing checklist to your emails that includes details about the weather, saqfety and packing tips to your emails.
The link to the Google doc is here for reference.
SCHEDULE, DATES & TIMELINE
17th AUGUST
Pre-BRISBANE shoot meeting
25th AUGUST
BRISBANE Reel Shoot
Info TBC
26th August - 6th SEPTEMBER
BRISBANE editing window
9th SEPTEMBER - 13th SEPTEMBER
BRISBANE review period by brand
22nd SEPTEMBER
Final BRISBANE edit deadline
19/20 SEPTEMBER
Pre-MADRID meeting
27th SEPTEMBER
Charli flies and lands in Paris
30th SEPTEMBER
Ben flies to Madrid
Millie and Charli fly to and arrive in Madrid
Millie lodges shoot paperwork at council office
1st OCTOBER
Ben arrive sin Madrid
Night to relax and go over shoot plan
2nd OCTOBER
Location scouting and revise shoot plan
Collect props/equipment
File paperwork etc.
3rd OCTOBER
Shoot MADRID I content
4th OCTOBER
Shoot MADRID II content at Viva Madrid
5th OCTOBER
Review and backup footage
Return equipment/props
UGC/BTS content capture
Potential pickup day
6th OCTOBER
Rest day/potential pickup day
7th OCTOBER
Depart
13th/14th OCTOBER
Ben returns to AUS from London
20th/21st OCTOBER
Millie & Charli return to AUS from Paris
21st - 27th OCTOBER
Editing window for MADRID I & MADRID II content
[Millie flies out on Europe move 27th October]
WEEK OF OCTOBER 28th
MADRID I & MADRID II review period by brand
6th NOVEMBER
Final MADRID I & II edit deadline
WEEK OF NOVEMBER 11th
BRISBANE content live
WEEK OF NOVEMBER 18th
MADRID I content live
WEEK OF NOVEMBER 25th
MADRID II content live
INCLUSIONS & BUDGETING
FLIGHTS
AUS > EUROPE RETURN
ACCOMODATION
6 x nights in Madrid
AIRPORT TRANSFERS
[Uber]
Within Europe
MEALS/CATERING
Dinner x 6 nights
OTHER
$500 Stipend
NOT COVERED
Travel insurance
Home > airport transfers
Fee
Other spending
OTHER MAJOR PROJECT BUDGETING
Madrid speaking talent: $500
Equipment hire and costs: $2000
Music licensing: $1000
*Budget is quite tight, suggesting mindfulness of materials and other.