CONTEXT
Advertising for alcoholic drinks in Mauritius, as in most countries, is illegal and this is where comes the opportunity of a challenge that stimulates creatives.

BRAND IDEA
Taking the positive outcome of alcoholic drinks is the key: Bringing people together. That bodes well; Mauritians LOVE coming together. What bodes even better is that Mauritians become talkative and love good stories when they gather.

AN INTERACTIVE AND INNOVATIVE CAMPAIGN
No one knows the origin of the brand name. We could have invented one origin story, but we preferred 827 543 through a matrix that allows consumers to participate in the campaign. We know the formula for a good story, so we just had to propose options to the audience and let them activate their sense of imagination.

HOW WE MADE IT
7 actors interpret a different nautically inspired character for each scene – 7 in total, resulting in 827 543 storytelling possibilities. They just have to choose their favourite scene, and their dopamine is activated while they post THEIR creation on social media, presenting themselves as directors. From there, the best director would win a prize from the Brand.
As a result, the audience communicates on the Brand without mentioning any word related to alcohol. Most importantly, the Brand is seen as a local belonging for we used creole language, and though the characters were nautically inspired, we ensured they could be identified as and by Mauritians. A challenge for creatives, entertainment for the audience and the Brand seen as the perfect companion for Mauritians coming together.

RESULTS
18034 users visited the microsite
927 videos were submitted by users
33% of the adult Mauritian population watched at least one of the videos