Don Papa
Sugarlandia is Calling

The team at Don Papa have done an incredible job of building one of the categories most compelling brand worlds. We were given an opportunity to help reimagine that world through a fresh lens to help fuel the growth of one of Diageo's fastest growing brands.

Whale curated a bespoke team to build a strong strategic base, develop a creative approach, and find the best partners to bring it to life. We worked with ASAL Studio in Warsaw to develop updated key visuals across all five brand worlds, in both static and animated versions.

To launch the campaign we had the unique opportunity to take over Future Stores, in the heart of London. UNI_VERSE Studios, a long-time partner of Whale, joined the team to help translate our worlds across the wall to wall LED screens, while Eauxmar creative a soundscape to match our five worlds. Through the hard work of Head of House Designs and the Don Papa brand team, we collectively brought an immersive brand experience to life over ten days in June of 2025.