BACARDI VIVIMOS CAMPAIGN
CUBANS, SPANIARDS, REVOLUTIONS, AND RUM
Bacardi is a company with an incredibly rich one hundred and fifty year history that includes rebellions, blood pacts, sugar bats, and of course—rum. In an effort to revitalize the brand and connect it back to its heritage we designed an out of home and print campaign steeped in that history and revolution. Taking cues from early daguerrotypes and historical documents from Bacardi’s own company archive, a visual language was developed and refined to create a final campaign simultaneously historic and contemporary. By completely overtaking all advertising in two NYC subway stations, this first phase of the brand campaign dramatically disrupted consumers’ brand perceptions as well as pointed them toward the epic six and half minute Jake Scott-directed short film about the origins of the Bacardi brand.
ROLE: ART DIRECTION & DESIGN DEVELOPMENT