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Bacardi House Party

2017

An integrated content and activation program to launch Bacardi House in South Africa.

Bacardi, the worlds undisputed King of Rums, had lost it’s place on the drinking repertoire of young South Africans, with little brand awareness or product understanding.

We were tasked with re-introducing this iconic brand to market by creating a relevant and impactful campaign to engage young South Africans and introduce them to the rich and credible world of Bacardi.

Bacardi has overcome multiple challenges in its 150-year journey to becoming the worlds leading rum brand. This Untameable spirit lives in young South Africans every day – in a culture where societal and government failure are the norm, those that will make it will make it on their own terms, letting nothing stand in their way.

We wanted to celebrate this spirit through an occasion relevant to our audience, a liberated time when friends, music and Bacardi come together, and use that to allow them to step into the Untameable world of Bacardi.

Bacardi House Party was a fully integrated content and activation program lead by leading local hip hop artists, Aewon Wolf & Gigi Lamayne, and featuring a selection of recognized ‘party starters’ and cultural figures.

The program was launched with authentic and disruptive content created at our first Bacardi House Party, and amplified across digital, social and TV.

We supported this by bringing the party to the people, creating a unique Bacardi House Party activation at key bars & clubs across Joburg and Pretoria.

The program culminated with the ultimate Bacardi House Party, a mansion takeover hosting over 300 of Joburg’s most influential individuals, featuring multiple custom bar set ups, as well as 3 different stages featuring a line up of 8 different local artists.

Credits:
Robot.tv, Tyrone Bradley, Fabian Vettiger, 2+3 Post Production