BACARDI
DO WHAT MOVES YOU
Bacardi’s “Do What Moves You” campaign is about embracing individuality and inclusivity. Featuring a vibrant cast of characters who dance to their own beat, it celebrates a cocktail of backgrounds, ages, shapes, and colors that mirror those of each individual Bacardi drink. A fully integrated 360-degree experience that taps into every consumer touchpoint.
Modular content
To convey that Bacardi cocktails - just like youth culture in Europe - are an amalgamation of ingredients, sounds, flavours and colours, we created these modular films that saw dancers, musicians and cocktails merge through a split screen mechanic. Shot by Courtney Phillips, a director with extensive knowledge of burgeoning styles and youth culture, the films were served digitally at the right time and in all the right places.
Outdoor
Advertising
Youth-culture photographer legend, Tom Sloan, shot stunning photography for our outdoor campaign, capturing the emotion and passion of those who do what moves them. Like the films, the static designs showed the amalgamation of music, flavour, colour and people that bring each cocktail to life.
Content Series
we partnered with three credible emerging artists from across the UK; Bugzy Malone, Stefflon Don and Giggs to find out what motivates them pursue their passion. We created a three part content series supported by social and PR as well as hosting live gigs performed in the artists home towns of London, Birmingham and Manchester.
Experiential event
We partnered with Mayor Lazer to bring everyone together at a celebration at Notting Hill carnival, one of the biggest melting pots of cultures and music styles,
Results
With a total digital reach of 166 million, we solidified Bacardi as the drink of the summer, exceeded the benchmark by 73% and growing it's possitive sentiment from 17% to 29%
