Agency: RKCR Y&R
Bacardi has launched a new global campaign featuring a TV platform, out-of-home advertising, digital, cinema and print and strong promotional support.
The first TV execution in the campaign, 'Island', carries the new brand line ‘The Spirit of Bacardi’, and brings to life the belief that with a little Latin spirit, anything is possible.
It showcases a group of friends escaping their ordinary day-to-day by building their very own island paradise.
“Bacardi is an iconic brand with enduring values. In the ‘Island’ project we are re-connecting consumers with the brand through a campaign that demonstrates its relevance in their lives”, said Executive Creative Director of Rainey Kelly Campbell Roalfe/Y&R, Damon Collins.
Created by RKCR/Y&R, the spot was directed by Sam Brown, one of the UK’s hottest new directors.
It was shot at the Mediterranean Film Studios in Malta, the largest water tank in Europe, and the shoot location for many Hollywood feature films, such as ‘Troy’ and ‘The League of Extraordinary Gentlemen’.
Specialised dive units and aerial photography crews were employed. The production involved the building of a sixty by seventy foot island, with a steel base on which 80 tons of rock and ten tons of sand were added.
Featuring a cast of 120 actors from places as diverse as Malta, Germany and the United States, even the fine tropical sand and palm trees were imported, (ironically from Surrey).
The campaign will run in markets around the world, first breaking in October in the U.S., Puerto Rico and Germany then in November in The Netherlands and Canada. Other markets will follow.
A 90” online film is also being hosted on the Bacardi.com website, and there are plans to subsequently run the campaign on TV, Outdoor and other media channels in the UK.
There are even plans for an experiential programme where consumers get the opportunity to build their own ‘islands’, creating unique and memorable shared experiences.
To complement the new advertising campaign, in November through to December, select markets will also kick off the ‘Bacardi TEN4’ user generated contest.
Building on the Bacardi spirit of spending special times with your closest friends, the brand is asking consumers to bring together ten friends to produce a video that best portrays any of four Bacardi challenges, which will be announced soon on bacardi.com.
Participants will place video entries on their personal YouTube page, which will be linked to the brand’s website, bacardi.com.
The team whose video has the most views on YouTube will win an island hopping adventure through the Caribbean for their group of friends, truly living out ‘The Spirit of Bacardi’.
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