New Campaign

In order to brand 10 Cane as a unique Trinidadian rum, Mother in New York focused on authenticity by traveling to the Caribbean Islands. For 12 days,

photographer Lars Topelmann shot still photos, and partner Linus Karlsson shot the sights and characters of Trinidad on a 16 mm camera. The result is a print and outdoor campaign, as well as a 60- page custom-published magazine, running now, and 17 short films, which will begin breaking on the Web next week, chronicling different characters’ lives in Trinidad. The films are “not just about Trinidad, but also about following these individuals and getting to know them on film, and reading about them in the magazine,” Karlsson says. “It’s a holistic way of getting to know not only the brand, but also where the brand comes from and quality that surrounds it.”