Bacardi
Philippines
Asia
2019
150-years old global spirits brand Bacardi has evolved multifold over the years and in order for a brand to be memorable across generations, it is essential for them to be a part of contemporary pop culture. With that task at hand, when we arrived in the Philippines, we wanted to embed the brand in the current fabric of pop culture by building a property that made a worthwhile impact in supporting the Arts community.
This medley of passion points birthed the campaign Bacardi Sessions – a music platform that brought together musicians and vloggers to create impactful, thought-provoking work, supported by dance and art creators – making this a wholesome and inspirational campaign that connected with the audience on a deeper level. We brought in Manila’s most popular vlogger Wil Dasovich to work with two popular rappers – Al James and Just Hush – to stir conversations around their creativity and help them build music videos that’s inspired by their collective fans; something that ‘moves’ the artists and the audiences.
The Bacardi Sessions campaign resulted in a wave of thought-provoking content across genres that are deeply rooted in Manila's popular culture.
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
Previously