Corby Spirit & Wine



Sourcing + Securing Brand Partnership, Developing Narrative, Program Design, Creative Development, 3D Rendering, Fabrication, Brand Ambassador’s Executing, Content Capture

Havana Club engaged Adept to help move the brand into the street culture space.  We developed a strategy that involved a number of brand partnerships with well known musicians and fashion brands, in this case, OVO artist Roy Woods.

November 26th & 27th, 2021 we opened up Roy’s Rum Shop, a one-time-only pop-up event as a collaboration between Havana Club and Roy Woods. For 48 hours, we transformed  Toronto’s Mahjong Bar into a Caribbean bodega selling limited-edition bottles of Havana Club 7, designed by Roy himself.

Upon entering, a steady stream of devotees found themselves in an immersive front room where they could purchase the rum, beef patties, and exclusive merch. But walk past the cash register through a keyhole doorway, and Roy was there himself, rocking a golden owl chain and reclining Tony Montana-style behind a desk covered in dollar bills, waiting to hand you the bottle himself. Your typical brand activation this was not—the “Jealousy” singer took the time to chop it up with each and every listener, giving them a once in a lifetime experience and a chance to get to know him personally.
We capped the weekend off with an invite-only party during which he previewed tracks from his highly anticipated, and highly personal, forthcoming album.