Our
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Havana Club: Summer Of Salsa – Disruptive / Experiential

When Havana Club and Revolución de Cuba wanted to take National Cocktail Days to the streets, we didn’t just organise a standard promo. We built a fully mobile Cuban fiesta and parked it in the middle of three UK cities.

Say hello to the Havana Hummer. A pop-up Cuban street party disguised as a giant black Hummer, complete with a hydraulic DJ booth, full sound system, and onboard power.

This was the debut campaign for our freshly built Mobile Disruption Unit.

A stage. A vehicle. A vibe.

Powered by bass.

Fuelled by rum.

The Creative Challenge

The brief? Turn National Cocktail Days into a cultural moment. Not a flyer, not a social post — a proper, feel-it-in-your-chest kind of moment.

Havana Club didn’t just want to talk about Cuban spirit — they wanted to bottle it, blast it through speakers, and pour it into public spaces.

So we asked:

→ What happens when a nightclub pulls up to a city square?
→ Can we teach salsa in the sun with no venue and no warning?
→ Can a party feel spontaneous and on-brand?

Turns out… yes.

The Execution

We took over:

Manchester
Leeds
Birmingham

Three cities. One vehicle. Four stops per day. No plug sockets, no permits holding us back, no waiting for the weekend.

Across each location we delivered:

→ High-energy DJs and a rolling soundtrack of Cuban beats
→ Live salsa classes in the sunshine (and a few rain showers)
→ Havana Club mojito promos at nearby Revs de Cuba venues
→ A full pop-up event rig straight out of the Hummer’s side
→ QR-linked offers, branded touch-points, and impromptu dancing.
→ Our team on the ground turning city centres into street carnivals

We pulled up to Millennium Square, Sovereign Square Park, St John’s Park and Hyde Park Road — and brought the noise with us wherever we went.

The Results

The Havana Hummer came out to soak up the sunshine but ended up taking over.

– Hundreds of people stopped in their tracks to dance, film and join in

– Salsa sessions on concrete, mojitos in hand, with no set-up time required

– Footfall spikes and increased cocktail sales at Revolución de Cuba venues

– Press coverage, social UGC and “wait, what is that?” reactions all day

– A campaign that moved through three major cities and left energy behind at every stop

The Takeaway

The Havana Hummer was a roaming brand experience designed to turn anywhere into activation space.

Park it. Pop it. Party on.

This was Cuban spirit, served from the back of a blacked-out H2 with a past life.
(Yes it used to belong to a strip club. But we didn’t know that when we bought it.)

For brands that want more than a banner and a booth, we build campaigns that move — literally.

Disruption isn’t always loud.
But in this case… yeah, it really was.

"Lewis’ ability to create out of the box and engaging campaign ideas is a real superpower, especially in a world where simply throwing money at a paid ad is often mistaken for great marketing. Our recent Free Burger Booth activation allowed us to engage with new and existing guests, capture data, create incredible content and give people a new reason to talk about our brand. Having Hussel to call on to add a new dimension to a campaign is a tremendous gift! I trust that my brand is not only safe in the hands of Lewis and Hussel, but that whatever crazy idea they pitch will excite our audience, energise my marketing team and impress our stakeholders."
Holly Hatwell

Brand Manager - Revolution Bars

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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