WELCOME TO THE FAMILY
Working to not just align with culture but to move culture.
Working with marketing impresario Diddy to create a narrative that launched an iconic new flavor whilst heroing the full range and a different approach to drink responsibly.
Welcome to the Family - 'there ain’t no party like a Diddy party'. Leading lights in the hip hop culture community were brought together to toast French Montana and Welcome him to the Family. 40 pieces of content created exploring the hustle, French's journey, mixology and CSR messaging. Shot by Kevin Calero and Madbury Club and starring Sean Combs, French Montana, DJ Khaled, Ashanti, Monica, Belly and a host of hip hop royalty.