Mona owner David Walsh loves rum. He frequently breaks into Mona’s museum bar in the middle of the night, and helps himself to the most expensive rum he can find. It's usually blackmarket Jamaican stuff, and costs us a fortune. As a result Mona now stocks its own drop—Rock Bottom Rum—so David can steal that instead. We made it out of leftover sugar cubes from the coffee machine, which makes it much more cost-effective. We used leaked CCTV footage of David in rum thievery mode as the entirety of the campaign.