Bacardi have built a platform around Caribbean music and dance, which they were keen to bring to the UK over summer.  The U.S. had spent all the money on a sexy brand spot and we were left to do all the hard working product stuff with nothing but some lose change and a packet of peanuts.

We ate the peanuts and came up with a splice and dice technique that eeked every last penny out of the budget while heroing the mixability of the product.  Then we put it in every media channel imaginable. It was the first campaign AMV had done for Bacardi despite having the account for 2 years before I became creative director. Baby steps…

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