WEB3 + OLV + SOCIAL
A recent Recording Academy study found that only 2% of music producers are women. As a staple of Caribbean culture and the music born from it, BACARDI rum had to take a stand. Without the support of a label, how do talented women break through?
Teaming up with three rising talents, BAMBII, DENISE DE’ION, and PERFXN, with the amplification and insight of Grammy-winning producer, BOI-1DA, BACARDI launched a first-to-market NFT mixtape that replaces the traditional record label model with thousands of passionate fans. How? By investing in this next generation of beatmakers through the purchase of an NFT track, buyers got a share of the success as they gain in popularity.
Because with every NFT purchase, fans receive a monthly percentage of the song’s streaming royalties. So the more the tracks get played, the more both the rising producers and their fans make, thanks to the NFT “smart contract” (a self-executing transaction protocol built into the code on the blockchain).
Director: MARZ + Jordan Wozy
Do What Moves You
TV + SOCIAL + DIRECT + OOH
Great rum, like great music, has the power to make us move. But when it comes to expressing ourselves, many are held back by the fear of being judged. The “Do What Moves You” platform aimed to remove that stigma by showing that any floor can be a dance floor when you tune out doubt and listen to the rhythm of your heart. And that freedom of expression is what brings us all closer together.
Director: Tom Kuntz + Malia James
TAP INTO NOW
MUSIC VIDEO + OLV + OOH + SOCIAL
To leverage the launch of the new smartglasses, Ray-Ban Stories, dropping in tandem with Burna Boy’s “Vanilla” - we cleverly stitched together the seemingly random Instagram Stories of Burna and an eclectic cast of unique creators into one cohesive music video adventure.
By following @RayBan on Instagram, fans could see summer through a roster of influencer’s eyes where the final video (and all their Ray-Ban Stories) came together in the proper order.
Director: Bradley + Pablo
God of War
TV + EXPERIENTIAL + SOCIAL
To launch the year's biggest video game, we created the world's biggest immersive gaming campaign.
During half-time of a Golden State Warriors game, we used a first-of-its-kind narrative 3D projection to turn the court into a snowy Norse battleground - showing off the game's characters, enemies, and harsh environments, and capturing the attention of Oracle Arena and millions more watching ESPN and online.
Following the event, we immersed fans further with a :60 CG trailer bringing the game's characters to life in never before seen detail giving gamers an exclusive look at four of the game’s scenic worlds.
Together, the campaign helped sell over 3.1 million games in 3 days, becoming the fastest-selling PS4 exclusive ever.
Director: Unit Image + Platige Image Studio + Santa Monica Studios
CONGA feat. YOU | #DoWhatMovesYou
MUSIC VIDEO + TV + SOCIAL + DIRECT
Every year, the ultimate debate unfolds: “What will be the song of the summer?” With live music on hold, BACARDI and Sony Music set out to re-connect artists with their fans by re-imagining a Caribbean dance floor icon. Not by listening to music, but by actively creating and starring in it.
Featuring Leslie Grace, Meek Mill, Boi-1da, and the socially contributed vocals and dance moves of fans around the world, BACARDI launched a full-length music video, official streaming track, and surrounding integrated campaign, launching ahead of the GRAMMYs and Billboard Music Awards.
The campaign not only allowed rum fans to share the spotlight alongside some of their favorite artists all summer long, but also made BACARDI the most talked about spirits brand in the world.
Director: Henry Scholfield
How New York Eats
TV + OOH + SOCIAL
Living in New York is anything but easy. But at the center of all the struggle is one guiding light—endless options of food delivery. So to tell New Yorkers that Seamless was, and always has been, the city’s driving fuel, we used a tone and insights only a local would understand.
Director: Randy Krallman
House of Cards #FU2016
TV + DIGITAL + EXPERIENTIAL + OOH + SOCIAL
We were tasked with launching the new season of political thriller House of Cards. But how do you make America care about a fictional president in a year when the real candidates were hogging all the limelight? We hijacked a political debate by launching a presidential campaign of our own.
Director: Wally Pfister
Believe In The Wonder
TV
When a courageous little girl with a big dream wants to spread holiday cheer throughout her small town, her parents (with a little help from Macy’s) make sure it comes true.
Director: Garth Davis
Farpoint / Skyrim / Gran Turismo Sport
TV + OOH + SOCIAL
Virtual reality gaming has the ability to instantly teleport us to another world and transform us into the hero we always knew we could be. Our campaign showed that with Playstation, that world is so visceral, thrilling and immersive, it just might start to feel like the real thing.
Director: Wayne McClammy
Feel The Wind
TV + SOCIAL
Supported by the Peloton community, Shaunta-Maé bounced back to find purpose and push past the impossible.
Food’s Here
TV + OOH
When asked to tell the country that all their favorite restaurants were now available with a single app, we told the story of one ordinary delivery man who takes an extraordinary journey to deliver. A hero who won’t stop until hungry people everywhere don’t have to go anywhere to enjoy all their favorites.
Director: Ian Pons Jewell
SOCIAL
Rescue Stickers
One of the largest barriers to donation for the International Rescue Committee (IRC) was knowing where your donation was going and how exactly it would be used. By hacking Instagram’s new Donation Stickers, we told emotional Stories of war-torn refugees struggling to seek safety and shelter while inviting viewers to donate to the exact forms of support that they were most passionate about, simply by tapping a sticker.
Director: Lobo
Stay Curious
TV + OOH + SOCIAL
Dewar’s has been fueled by a natural curiosity for over 225 years. Whether it’s double aging whisky to make it extra smooth, or blending cultures and casks to create new innovations, they wanted to encourage people to look beyond the obvious in everything in life. Because being a little clever often leads to something better.
Director: Tim Godsall
A Breath of Stress Air
TV + SOCIAL + WEBSITE
Although the vaping industry continues to tell teens otherwise, nicotine actually amplifies stress, putting people in an endless loop of anxiety. In a series of infinitely looping videos called ‘AStressMR,’ we surveyed real teens about how their stress feels, and turned them into mesmerizing 3D ASMR animations (a TikTok trend that teens watch while vaping) to show its effect on their mental health, while calling out vaping for what it really is: a breath of stress air. The videos drove to a website where people could get additional resources and support to help quit.
Director: Strange Beast
#TheFutureDoesntSuck
SOCIAL + EXPERIENTIAL + DIRECT
91% of the planet’s plastic doesn’t get recycled, often ending up in our oceans and ruining the party for all kinds of tropical sealife. So BACARDÍ and nonprofit Lonely Whale teamed up to turn something that sucks into something that slaps - collecting used plastic straws at bars and venues and upcycled them into vinyl records featuring a new track by Major Lazer and Anitta. We also distributed drink coasters with Snapcodes which unlocked a Snapchat AR experience promoting the campaign. Through these efforts, Bacardi is removing one billion straws from circulation through 2020.
Director: Superhero Cheesecake
You're Up
TV + OOH
Life moves pretty fast, which is all the more reason to stay hydrated. When opportunity strikes, you need the energy to bring out your best you. Glory beckons. You're Up.
Portugal Your Way
BRANDING + WEBSITE + OUTDOOR + SOCIAL
Air Portugal was aiming to take over the North American market with an irresistible stopover offer, giving people another culture-rich Portuguese vacation before (or after) their existing vacation.
After the campaign and design system was launched, the number of US passengers doubled and the average monthly seat-occupancy reached over 85%, leading to a 42.9M increase in sales YOY.
