The challenge of Cubanisto was to become a key brand in the nightlife landscape thanks to their fashionable House of Mask parties. The Story Lab helped everyone know that the difference between a Cubanisto night and other nights is mystery and creativity.
French law strongly restricts advertising for alcohol and brands work diligently to navigate these restrictions appropriately. A happy consequence is the best brands are able to innovate to create their own entertainment brands. With the creation of House of Mask parties, Cubanisto wanted to quickly become a key brand in the millennial’s nightlife landscape.
To succeed, the positioning of House Of Mask parties was clear: An invitation to reveal your “nightself”. The Story Lab brought the House Of Mask spirit to life to entice party-goers. The result was The Splendens Factory, a twenty-first century interpretation of Andy’s Warhol’s The Factory. It featured an array of creative talent accompanied by a 30-second teaser and a two-minute reveal. The reveal was specifically designed to encourage sharing and was ably supported by a powerful media plan. The results were more than 11 million views, thousands of fans recruited to the House of Mask fan page and more than 4,500 people present at the House of Mask party at the Cinema Paradiso event in Paris, France.