This was a campaign created for a creative advertising class at Humber College. 

The goal for this campaign was to increase the reach of Screech Rum, and expand the Newfie tradition to the rest of Canada. Our target market included young adults between the ages of 25 to 35 years old who have great senses of humour, and are looking for a new go-to drink. They love to forge new traditions and try new things.

Our big idea for this campaign was to embrace the idea of transformation. To do this, we created the idea of “An Unexpected Legacy.” This idea surrounded the image of a traditional fisherman in a yellow rain suit. We wanted to convey that Screech is the ‘tough guy’ of Canadian rum by inserting the viewer into the story as the fisherman. Essentially, if you drink Screech Rum, you are as badass, tough, and as unforgettable as the Screech fisherman, thus creating an unexpected legacy for yourself.

This campaign was intended for release via OOH print billboard, print magazine, social media, radio, and an experiential Screech tour.

Created by Emma Telizyn, Justin Steen, & Andrea Cousineau.