Zacapa: Lips to Soul


We had the privilege of partnering with Diageo on the first-ever global creative campaign for Guatemalan rum Zacapa, working alongside ForceMAJEURE, the Brooklyn based luxury agency.

At 7,500 feet above sea level, Zacapa's "House Above the Clouds" stands as the backdrop for a remarkable aging process, meticulously overseen by Lorena Vásquez, a trailblazing master blender. The barrels are then hand-selected in Mixco and poured into the signature curve bottles decorated with handwoven bands of Petate by a community of over 700 women.

In collaboration with ForceMAJEURE we developed and produced a campaign that delivered content for every consumer touchpoint, including broadcast, out of home, social, digital, e-commerce, and on trade.

Under the direction of Caroline Koning, and with production from Alice Lewis, the film "Lips to Soul," captures a world of warmth and wonder and highlights the sensory richness of dark spirits. Responding to the luxury market's search for depth, our bilingual campaign encapsulated the beauty of the Guatemalan landscape and the authentic brewing process of the brand.

A stunning suite of imagery from Rory Payne anchors the campaign, with a rich collection of assets that will allow markets to get the most value from the work for years to come.

This marks a historic milestone for Zacapa, and we at Whale are proud to have played a role in shaping and executing their first globally-led creative campaign.

Caroline Koning, Paul Ozgur, Rory Payne, Supervision, Red Creek, Alice Lewis, Splash Studios, Rigel Kilston, Friday Music,