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How far would you let yourself go? This is the question that Seagram´s Gin, belonging to the Pernod Ricard group, launches its latest campaign for digital media. An experience with the flavor of New York, in which the brand challenges a group of people to get into a taxi whose destination they don’t know, and with which it seeks to continue building the communication platform ‘Live as if nobody knows you’.

In ‘The Seagram’s Cab’, we meet Joe Smith, a New York taxi driver who, for one day, invited the people of Madrid to put aside their commitments and schedules to start a journey full of music, anecdotes, challenges and decisions that tested the ability of travelers to shed their burdens and responsibilities to be who they really want to be.

The participants traveled under a single premise: “the fewer loads you carry, and the lighter you travel, the further this taxi will take you”. And this is how some of its occupants parked all their obligations, to end up in a speakeasy New Yorker in the center of Madrid, and a couple of friends, the most daring, traveled to New York together with the taxi driver himself.

With this campaign, Seagram’s Gin seeks to reinforce its association with New York and the free, unprejudiced and uninhibited spirit of the city. Ester Luna, senior brand manager of Seagram’s, He emphasizes: “This project is a natural step under the strategy and positioning of the brand that we have been building for years. With Seagram’s Cab we invite people to experience in their own skin the ‘Live as if nobody knows you’, beyond just telling them about it in a spot”.

The creativity has been developed together with the Chinese agency. The realization and development of the project has fallen to Willy Rodríguez and the Antiestático producer. All the content of ‘The Seagram’s Cab’ can be seen on the Seagram’s Gin social networks.