*This project was nominated for the esteemed D&AD awards.

 

The brief was to conceive advertising strategies to maintain year-round conversation about Bacardi as opposed to seasonal recognition. I spearheaded the research and conceptualisation process for the campaign we named The Electrum - the electronic sound of rum.

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Where there is a music festival, there is Bacardi. But there is more to Bacardi than that. We aimed to showcase Bacardi's commitment to diversity and its ability to bring people together through music.

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From the insights we gathered about our target audience, we utilized social media and Spotify, creating unique Instagram filters for Bacardi's diversity campaign that featured a different song from a different country or genre every day. Users could post with the hashtag #BacardixDiversify. In addition, we curated a playlist on Spotify featuring music from various genres and countries, including budding artists from around the world. Ads and posters were put up online and at bus stops where commuters could tune in to our playlist during their daily commute.

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Furthermore, our surveys revealed that this same audience group were more likely to pay attention to a campaign if it had a social cause. Therefore, for every share of the playlist on social media, Bacardi would donate a dollar to a fund that supports music education for the budding artists facing financial struggles.

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In addition to handling the campaign, I created all Instagram filter animations, curated the playlist and created several online mockups.