Take a trip to Sugarlandia with Don Papa Rum

The global campaign was brought to life by Omelet Assembly; the Lisbon-based design and post-production arm launched by Omelet.

The work, including a :60 film and digital cutdowns, takes the viewer on an animated journey, introducing us to the origins of the Rum found deep in the forests of fantasy-like Suglarlandia, the home of the world’s only premium Filipino rum, which is distributed globally.

The island’s native animals take the reins in guiding viewers through the lush environment as the narrator highlights Don Papa’s most coveted treasure; sugar cane, which creates the noble spirit that is Don Papa Rum. Charged with growing appeal and awareness of Don Papa Rum amongst younger Millennials, the first work from Omelet Assembly employed their network of global makers to create the global campaign, drawing on their diverse backgrounds, ideas and concepts.

The winning concept started with the end product: the bottle. Omelet Assembly makers drew their inspiration from the whimsical and otherworldly packaging seen on Don Papa bottles, which led the team to bring to life the part-real, part-fantasy world of Sugarlandia.

Don Papa Rum – Sugarlandia

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Agency Omelet/Culver City

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Credits

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Agency Omelet/Culver City
Sound Shindig Music + Sound
Creative Director Florian Bodet

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Omelet Assembly’s global footprint made the execution of this project efficient and nimble, with the original concept the team pitched becoming the work we are now seeing. The campaign launches globally with the film as the anchor, supported by a market-by-market immersive PR event series.

Don Papa Rum is a premium rum native to the island of Negros (known locally as Sugarlandia) in the Philippines. Launched in 2012, it is the only premium rum native to the Philippines. The brand launched in the United States in 2017, and is now in over 30 countries.

Florian Bodet, Creative Director, Omelet Assembly: “Using our global network of creators to develop Sugarlandia and transport viewers into this mythical, fictional world was the perfect kick-off project for Omelet Assembly. The breadth of diverse talent at our fingertips allowed us to pull off a global campaign with efficiency and craft - Omelet Assembly’s two superpowers.”

Andrew Garcia, CMO, Don Papa Rum: “Animation gives us the opportunity to take this unique concept far beyond a static or moving visual. Our future plans include immersive experiences and events, VR, bar takeovers and beyond. This is just the beginning. Everything will be designed to give our consumers a way to experience the richness of Sugarlandia for themselves.”