The Drum Awards Festival - Extended Deadline

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By Natalie Mortimer, N/A

June 17, 2014 | 2 min read

Pernod Ricard-owned rum brand Malibu has launched the first major part of its ‘Best Summer Ever Project’ with a global content portal on YouTube, which encourages consumers to curate a list of summer experiences.

The content hub includes a promotional video inviting people to participate in the #BestSummerEver list, by choosing from a list of over 100 different activities such as 'saying yes to something random' and having a party on a rooftop.

The 'Instagram-inspired' film, which also runs across Video On Demand and YouTube pre-roll, brings to life the concept that the best ‘you’ is the ‘summer you’. One Republic’s ‘Life in Colour’ is used as the soundtrack.

The final #BestSummerEver list will then be brought to life in the form of a 40-day reality series beginning at the end of July where a group of friends will go on a road trip taking on the list of summer experiences.

The journey will be documented and video content will be shared on the bespoke Malibu content hub, as well as across social channels.

The campaign was created by AnalogFolk London, while Vizeum has handled global media planning and buying.


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