11: BRAND PURPOSE (Brand Activism)

The Future Doesn't Suck - Bacardi - Bacardi JPG
The Future Doesn't Suck - Bacardi - Bacardi MP4 1m:55s

The Future Doesn't Suck - Bacardi

The Future Doesn't Suck - Bacardi - Bacardi


Title of Entry: The Future Doesn't Suck
Brand: Bacardi
Product/Service: Bacardi
Client: Bacardi
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Duration of Entry: 02:00
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Creative Director: Marcos Kotlhar/ Danilo Boer (Executive Creative Director), Taylor Marsh (Creative Director)
Art Director: Sho Matsuzaki (Senior Art Director)/ Pedro Sampaio
Copywriter: Kat Kvas (Associate Creative Director/ Copywriter)
Sector: N/A
Account Manager: Steven Panariello/ Josh Goodman/ Meghan Wood/ Aimee Chimera (Account Team)
Production Company: Superhero Cheesecake
Producer: Rian Verhage (Head of Production), Niels van Esch (Executive Producer)
Date of Release: 2019-09-18
Director: Joris van Raaij (Motion Director)
Notes: 91% of the planet’s single-use plastic never gets recycled, often ending up in our oceans. That’s why BACARDÍ and nonprofit, Lonely Whale, teamed up to turn something that sucks into something that slaps - transforming people’s used straws into new music.

Over the past year, BACARDÍ collected people’s used plastic straws at 55 bars across the country and promoted the effort through drink coasters featuring an immersive AR Snap lens. BACARDÍ then, through a first-of-its-kind upcycling process, transformed the 60,000+ used straws from around the country into 250 limited-edition records featuring a new song from Major Lazer and Anitta.

The record release was announced on Giving Tuesday through social media and made available for purchase online, selling out in just over a week. With each purchase of a one-of-a-kind record, people prevented 600 single-use plastic straws from polluting our oceans, and all proceeds went to fund future ocean-saving initiatives. But this batch of records is just the beginning, with BACARDÍ pledging to remove 1 billion plastic straws globally by the end of this year.

The campaign earned 125MM+ media impressions, but more importantly, created an ongoing platform for good to help preserve our oceans for all life below water.
Other Credits: David Rolfe (Head of Integrated Production)
Other Credits: Sofia Handler/ James Young (Executive Producer)
Other Credits: Phil Peker (Interactive Producer)
Other Credits: Clare McGough (Senior Social Manager)
Other Credits: Jen Leung (Communications Strategy Director)
Other Credits: Harrison & Shriftman (PR Agency)
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