Malibu has collaborated with Wieden+Kennedy London’s creative studio Bodega to create Malibu Summer Shades, a new social media campaign devised to “spread virtual sunshine”.
As winter comes so do varying levels of seasonal affective disorder (SAD) for a host of people– a mental condition known to cause low mood – and, in the northern hemisphere, the cold season is at its peak.
The driving force of Malibu’s new campaign is to combat the winter blues and “spread virtual sunshine” across its social media channels.
Malibu Sunshine Shades uses AI technology to transform public domain artworks and statues worldwide, applying brighter, lighter summer hues and sunglasses.
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The rum-based spirit brand’s social campaign kicked off on its Instagram last week, featuring the well-known statue of David and Mona Lisa paintings, with more to come later this week.
Engagement in the campaign is encouraged, where followers can submit their own winter pictures for a summer revamp using the hashtag #MalibuSummerShades.
Malibu will send them back to the contributor via DM and, every week, will showcase what it deems to be the best user-generated content in a gallery post.
The brand is also planning collaborations with content creators such as Rachel Spicer, with activations set to continue until mid-March, concluding with a sizzle reel showcasing the highlights of the Summer Shades campaign.
