The Kraken Rum
• +5 million views and reach
• +16 million impacts
How could we empower urban tribes through the beast's ink?
Kraken is a brand that expresses itself through urban art, and had to find a way to send a message of empowerment to artists everywhere in order to show that prejudices are erased with the beast's ink.
An OOH and digital campaign that showed how to shut down prejudices with art.
We launched Kraken's biggest campaign ever, using messages filled with prejudices and, with two ink masters, we intervened the spaces and showed that people could, indeed, make a living drawing.
We also supported urban art with a call-out to our followers to send us their sketches, and invited the winner to show their art in Panteón, one of Mexico City's most recognized art galleries.