5: SOCIAL (Innovative use of Social Media)
Beat Machine - Bacardi
|Title of Entry:||Beat Machine|
|Entrant Company:||BBDO New York|
|Creative Agency:||BBDO New York|
|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|
|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)|
|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)|