01 MEAL
BACARDI UNIVERSITY
Client: Bacardi
Co-created with: Blanka Orhanovic
Awarded with D&AD New Blood Yellow Pencil
highlighted at Ads of the world, Media marketing
Date: July, 2019
Creative strategy
Design
Copywriting
Video production
SUMMER IS HERE!
Bacardi wants to gather everyone aged 18-24 to celebrate themselves and everything they are, and to remind them of awesome parties that can happen only w/ original caribbean rum. Still, not everyone feels liberated enough to be confidently free & no one taught people how to do what moves them. We have to teach the people to relax and how to set their young, vibrant & magnetic energy free.
Bacardi University. Created on an idea of an annual, iconic summer event, a perfect place for young people to be free & fall in love with Bacardi and themselfs.
Bacardi is a brand which remains connected to its caribbean heritage and yet represents universally important values such as liberation and confidence. Because of that, Bacardi can make everyone free. (Also, they throw the best parties).
At the goodbye party set on Worlds Mojito Day, our viewers will decide which student does their thing the best. The winner will get a scholarship for their college of choice - so they can fully enjoy their newly acquired cocktail making skills, their new dance moves & feeling of freedom - for the whole year, not only the summer.
