Havana Club gives a lot of attention to the authenticity and quality. That’s why their rum is always at least 3 years old, not like other popular rums you see in the shops. This lead us to the copy based print campaign which said “with time, some things get old and some get mature” and “for some pleasures you need to grow up/mature” playing with the double meaning. Prints expanded into all around campaign in the supermarkets and bars with various custom made visual materials in the cuban theme.