Cruzan Rum had the big opportunity to be a part of the South Beach Food and Wine Festival. They asked the team at PROOF to create a Cruzan beach bar oasis that cut through the sea of boring branded booths. Inspired by a traditional weathered beach bar you would find in the Caribbean, we created a place where festival go-ers could dance, drink, hang out and have an overall great time. Every aspect of the experience was an opportunity to take a photo and share socially, giving the brand a ton of organic content.
