Cuban rum brand Havana Club and Dutch-Ghanaian artist Frenna have teamed up to celebrate passion, raw talent, focus, hardships, and the love of the arts as they launch their new “A Toast to the Culture” campaign, emphasizing the importance of supporting upcoming talent and creating as a group. Havana Club and Frenna have launched a unique limited edition bottle, designed in collaboration with next generation creatives.
Amsterdam based visual artist Julian Roebling designed the limited edition bottle which will be available in stores from April 1st. The bottle boasts the colors of the Ghanese flag, an ode to Frenna’s origins, his famous ‘777’ brand logo, an eagle - the animal Frenna looks up to as highest bird in the sky as well as Ghana’s symbolic animal, and seven adinkra symbols that represent Greatness, Bravery, Creativity, Courage, Wisdom of the past, Strength, and Guardianship.
The photography for the entire campaign was shot by Calvin Pausania. The 28 year-old photographer who has already been making a name for himself by working for Nike x Footlocker, Converse, capturing Memphis Depay for a GAFFER x Valentino shoot, and more.
The track created by Frenna for the campaign was produced by Rotterdam talent ZERODIX, and the music video was directed by Robin van Geemen, known for his work for Amsterdam-based brands Patta and CRUÈL. The styling was entrusted to Ela vd Jeugd, whose eye for marketing, creativity, and branding connects fashion and entertainment.
The creatives wanted to connect Hip-Hop to physical painting, one of the most traditional forms of Art. Talented British artist Hannah Vernier created an oil painting inspired by elements from both Frenna’s Ghanaian heritage and Havana Club’s Cuban roots, a framed toast to the culture. This painting immortalizes the successful ‘A Toast To The Culture’ campaign and aims to inspire other brands and artists to give upcoming talent a chance and support them in their creative development.
Credits
Director: Jay Ferdinand
Edit: Juwan Babel & Mitchel Westerwaal
Camera: Juwan Babel & Koen Smeding
Storyline & Concept: The20thAgency, Vivian Donders, Malvin Wix
Interview: Juwan Babel
Production Company: SEG Artists
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1 май 2022
