5: SOCIAL (Innovative use of Social Media)

Beat Machine - Bacardi - Bacardi JPG
Beat Machine - Bacardi - Bacardi MP4 1m:54s

Beat Machine - Bacardi

Beat Machine - Bacardi - Bacardi


Title of Entry: Beat Machine
Brand: Bacardi
Product/Service: Bacardi
Client: Bacardi
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Judging URL: http://bacardi-beatmachine-entry.com/social/
Title 1: Beat Machine
Title 2: The Beat Machine by BACARDÍ | Major Lazer x Anitta “MAKE IT HOT”
Title 2 URL (Optional): https://www.youtube.com/watch?v=1PJD5XJuvr4
Date of Release: 2019-08-08
Support URL: http://bacardi-beatmachine-entry.com/social
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Notes: Bacardí turned a Youtube video into a sound editing software, by launching the Beat Machine.
The brand used a feature that even some Youtube engineers did not know existed, that allows people to fast forward a video using their numeric keyboards. While watching a video on the platform when you click 1 on your keyboard, your video fast forwards to 10% of the footage, and 2 makes it go to 20%, 3 to 30%...
The Beat Machine video was edited to utilize that characteristic so that at every 10% of the video, a new beat from the Major Lazer and Anitta’s brand launched track would kick in, allowing people to have fun remixing it by simply using their numeric keyboard.
Account Executive: Steven Panariello/ Josh Goodman/ Meghan Wood/ Aimee Chimera (Account Team)
Creative Director: Marcos Kotlhar/ Danilo Boer (Executive Creative Directors), Bruno Borges/ Gabrielle Attia (Associate Creative Director)
Production Company: Stink
Art Director: Sho Matsuzaki (Senior Art Director)
Other Credits: David Rolfe (Head of Integrated Production)
Other Credits: Sofia Handler (Executive producer)
Other Credits: Molly Ross (Producer)
Other Credits: Julia Millison (Music Producer)
Other Credits: Clare McGough (Social Manager)
Other Credits: Jessica Strode/ Steve Panawek/ Jen Leung/ Ali Goldsmith (Planning Team)
Other Credits: Final Cut (Editorial), Sound Tree (Music), Sonic Union (Sound Post), Blacksmith (VFX Company), The Mill (Color Company)
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