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Physical activation. Start placing Bacardi logos everywhere in the city. Have an app for Bacardi that can has a AR scan to scan the logo. Make it like a puzzle, every logo is a different piece to the puzzle. After completing the puzzle it will show bottles of Bacardi on the beach? Summer time? People having fun?
Then the puzzle will invite them to go on to a cruise to party with special guest/influences/DJs. Party all day with Bacardi.

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Break away from the norm

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Teenagers are easily influenced

Teenagers' first drink is normally influenced by outside sources (friends recommendation/ parents choice of drink)

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project mapping on the floor(a dance floor) and so when people dance on it, motion graphics will appear according to the dance.

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On every bacardi bottle theres a code which you can AR scan it, that will lead you to different mini booth in your area, which you can dance, sing and come together in that booth, however you like,  they can get free drinks after being themselves dancing.
CRITERIA: dress like whoever you are completely.

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The Casa Bacardi or the moving truck. we can celebrate in a Barrel. Big barrel. Because thats how we can get people come together to sing and dance and be themselves.

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We can have a booth, where you play Caribbean music, from Bacardi, but theres a dance mat, like the picture below, but theres no screen for you to follow the steps, the twist here is, YOU are the one making your move. YOU are the one making your dance sequence. YOU are the choreographer. Dance however you like.(Form groups to dance together, dance with strangers).
After that you will get a piece of a note in a bottle filled with rum along with a paper(looks like old map)  that have the bacardi logo, the group will drink it to however they like and then take out the paper to AR scan it  to get them finding out about our campaign, like a treasure hunt, and finding the next activity. Bringing strangers together with Bacardi.
For the dance there will be a device to track your movements and different movements will trigger different motion graphics animation in your VR headset, you will wear it and dance YOUR own dance. Inside will be graphics of summer, bacardi, motion graphics animation, etc.

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ship = adventure
bottle =  barcadi bottle
means adventure with barcadi

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Something to remember their remarkable awesome ass journey.

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Something to remember their remarkable awesome ass journey.

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A ship in a bottle. they get one of it,  and can they can decorate how ever they want. the bottle of course is the bacardi bottle.

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Teenagers tend to follow the crowd, don't dare to break out of the norm due to the fear of getting judged

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EXTRA how we can use bacardi's drink to express yourself.

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EXTRA how we can use bacardi's drink to express yourself.

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In the ship, theres a bar where YOU are the one making your drinks. you dont have to follow anyone  , you are your own leader. If you want to make with whiskey so be it.

you can mix anything how ever you like.

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-Self expression. They get to go in costumes, put on makeup that would be deemed inappropriate in everyday life and they can rock out and lose themselves in the crowd whilst listening to their favourite artists

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How do we get them to express themselves

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How do we get them to express themselves

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Peter Pan as a reference,  Captain Hook can be Captain Hook if Captain Hook wants to be Captain Hook. haha

So we decide to have a "theme" where you can be whoever you want.

What do you want to dress as?
-a princess? do it.
-a batman?do it.
-a casual dude with green hair? because you love hulk. do it

Basically, dress as what you are. Who you really are. If you feel like a princess,so be it.

You can be whoever you are with Bacardi.

with this, you can celebrate and be free for who you are and this is a great way of self expression.

Also as you know is PETER PAN, they sing and dance in the ship, its like musical.

definitely theres music to pump things up. so in this BIGGBIGG SHIP,  theres probably DJs to play your kind of music. bringing everyone together celebrating for themselves and one another self.

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So why a ship?

Other than the fact that RUM is always consumed by sailors,(or pirates). We thought of bringing them on an adventure with Bacardi throught the 7 seas.
because its a unique way to get people moving(literally as a vehicle too).

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Bringing everyone to come together on a voyage on a summertime to redeem themselves to be whoever they are.

This ties down to their brand campaign ,  #dowhatmovesyou
this invite people to be their truest self.

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redeem forbeing themselves, with bacardi on summertime.

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We are the largest privately held spirits company in the world. We produce and market a variety of internationally recognized premium spirits and wines.

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-Host a summer party on a ship(bacardi sponsored?) that would make stops along tropical islands [pirates and rum]

Majority of the drinks on board would be made from the spirits from bacardi

-Physical activation

Have one of those interactive boards along bus stops that audience can interactive (e.g dance for a free bottle of bacardi

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-The taste of vodka isn't as pronounced as rum
-Drinking rum would result in a worse hungover as compared to vodka
-Rum generally have a higher alcholic content as compared to vodka

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-Hard liquor distilled from either pure cane sugar, syrup or molasses
- A popular drink amongst pirates since its profitable back in the 1700s (abundance of sugar in the carribean)
-Bacardi's rum is a natural mixture, making it perfect for cocktails

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-Award winning rum

-Casa Bacardi, world largest premium rum distillery; has 4 different experiences tourists and visitors can enjoy

historical tour, rum tastting tour, mixology class, bottle your own bacardi

able to book the venue for private events

-Brand behaviour and role

needs to act like an iconic rum again.

Bacardi is freedom,

expression &

connection. Creates

moments when we ate

free to be our true

selves.

-Brand personality: Joyful, expressive, fun, playful, courageous, approachable and optimistic.
-Bacardi embrace both expressiveness and integrity
-Promotes lifestyle of the rebels, those who doesn't go by the book, those who are brave to stand against the norm

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-Vodka is more popular in the teenage circle because it is lighter than rum (good for combination drinks, vodka and coke)
-Misconception of rum not being suitable to mix with other drinks because of its sweetness
-teenagers like to have adventures

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Rum isn't popular amongst teenagers, young adults/ have to find a way to make it as popular as vodka/beer