This gatefold was published in Vanity Fair.

Mother New York and the Swedish Dream Team, dream up an awesome drunken vacation for rum. Yes I said Drunk, they're playing croquet in the water. Drunk with flair, my man.

2.9 years ago, 10 Cane Rum changed the world of luxury rum by becoming the first ever luxury
rum and creating the category itself. The product was launched with one of the best advertising
campaigns in the world, a super-fitting introduction to what was and still is, the world’s best rum.
Black and white, iconographic images... all taken on the soil of its birthplace, Trinidad.

In early March 2008, 10 Cane and Mother are officially moving on. Still sophisticated, still totally
relaxed, this time we’ll find the 10 Cane crew living life supreme and slow at an unnamed
Caribbean island. This campaign is all about how enjoy the world’s best rum, less about how you
make it. Actually, there is nothing about that.

Despite the striking and obvious differences, one thing remains the same. 10 Cane is made from
first press cane juice, never molasses. And is, the world’s best rum - the preferred choice among
the world’s chess players, screenwriters, hand models and other flip-flop aficionados.

The print campaign that initially be seen in magazines like Vanity Fair, GQ, Details, Conde Naste
Traveler, and more, with some wildpostings to complement the print.

Travel Leisure will be followed by another ‘batch’ of extravaSuper Premium Films later this spring. Stay tuned.

Creative Directors: Linus Karlsson & Paul Malmström Art Director: Piers North Copywriter: Brandon Davis Art Producer: Helen O’Neill Mother: Katherine Moncrief Photographer: Anders Overgaard Retoucher: TAG

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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