Following the Hurricane Maria damage inflicted upon St. Croix, Cruzan Rum asked us to help reposition the spirit brand around purpose. Working alongside their IAT and leadership teams, we developed a multi-year fundraising platform, benefit concert series and experiential tour (including identity, branding, design, planning, production and influencer outreach) and repositioned the renowned rum brand around purpose, all while raising funds for St. Croix hurricane relief under the banner of “Awaken the Island Spirit.”
E X P E R I E N T I A L
On-Premise, Off-Premise & Non-Premise Activation
School built a remarkable traveling island bar using reclaimed materials from the devastation of Hurricane Maria, literally rebuilding a bar from the debris found at Cruzan Rum’s island distillery.