SYNOPSIS
A local rum (7 Seas), wanted to position itself amongst Mauritians as the perfect companion for sharing stories around the table with friends (A popular local pastime of tall tale telling). A glorious origin story was needed to start the conversation.
The only problem: No one knew why it was called 7 Seas in the first place.
In the spirit of story telling the brand decided to embrace this ambiguity, by telling the least authentic origin story possible, fuelling the mystery behind the name. We began by creating a story matrix in which 7 modular origin stories were each broken into 7 different parts, crafted in such a way that each made sense with the continuity of any other story in the matrix.
On our microsite people could choose their favourite scenes, the site would then edit their own personal version of the legend that they could share on the social media, proudly presenting themselves as the directors with a personalised introduction.
Film 1
Film 2
Film 3
Film 4
Film 5
Film 6
Film 7
