Live Like A Captain
1000heads built the #LiveLikeACaptain responsible drinking campaign for Captain Morgan around an original grime track, reporting 13.5M impressions across the work.
Case in 60 seconds
Diageo committed to reaching 200M people with moderation messages by 2025, and Captain Morgan had to deliver the line "Fun that isn't remembered, isn't fun." credibly to 18-24s in GB and Ireland.
The campaign appears to turn on the finding that Captain Morgan's target-age fans shared a passion for grime, because a moderation message carried by the music of a night out is heard as culture rather than as instruction.
1000heads built the integrated #LiveLikeACaptain campaign around an original grime track written and produced with Lady Leshurr and Swifta Beater, placing the responsible drinking message inside music the audience already wanted.
1000heads teased the partnership with a personalised 'Captain Leshurr' bottle sent on Lady Leshurr's birthday, then released a music video replaying a heavy night with better choices, an online hub with a responsible drinking quiz and a ticket giveaway, Instagram stories tips, memes, a Facebook Instant Experience and short video edits, with Rio Ferdinand tweeting himself playing the track.
1000heads reports 13.5M impressions, 36.9K earned engagements and 49.5K link clicks to discover more, and states that results exceeded all targets against Diageo's awareness goal.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Facebook Instant Experience
- Instagram stories
- memes
- music video
- online hub
- original track
- quiz
- snackable video edits
Partners
- 1000heads (lead_agency)
Participation mechanic
- An online hub hosting a responsible drinking quiz and a chance to win tickets to a Lady Leshurr performance
Creator role
- Lady Leshurr — creator
- Rio Ferdinand — creator
- Swifta Beater — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| earned engagements | 36.9K earned engagements | engagements |
| impressions | 13.5M impressions | impressions |
| link clicks | 49.5K link clicks to discover more | traffic |
Why 1000heads's strategy worked
- 1
A regulatory or corporate obligation lands better when it is expressed as a cultural asset the audience wants for its own sake, because an original track is consumed voluntarily while a moderation message is otherwise endured.
- 2
Reading a single shared passion off the brand's own channel analysis narrows partner choice to one credible name, which is why the Lady Leshurr partnership reads as earned rather than bought.
- 3
The gifting tease before the track gave the artist's 900K fans a reason to talk ahead of any brand asset, which suggests seeding the collaboration itself works as launch media.
- 4
Building a quiz and a ticket giveaway behind the video turned attention into a measurable destination, and the 49.5K link clicks to discover more are the figure that carries that argument.