Client: Bacardi
Project: Elixir
Media: TV
Date Run: 2007

DESCRIPTION

Brief
To build an emotional connection with the consumer via a relevant, strong and distinctive attitude and give them a real reason to want to drink the product.
Solution
The new advertising campaign demonstrates Bacardi’s commitment to have a truly global strategic and creative approach to their communication. The ‘Elixir’ campaign highlights the BACARDI taste and attitude towards life. The 1st new tv commercial of the campaign is called “Assimiliate”.  It features two figures dancing together, one made up from the BACARDI spirit and another a new mixer—orange juice. As the two figures dance together they mix into one and create a new mixed drink.  The Elixir campaign highlights the versatility and great taste of BACARDI Superior rum.  The advertising uses a ground-breaking combination of blended CGI (computer generated images) and film technology.  It involved weeks of filming live-action footage of dancers and creating a sequence of figures appearing to be made from liquid.

CREDITS

Copywriters : Steve Moss & Jolyon Finch
Art Directors : Steve Moss & Jolyon Finch
Planner : Emily James
Media Agency : Universal McCann
Media Planner : Sue Byrne
Production Company : BlinkInk
Director : Pleix
Editor : Jonny Bongos by Johnny McManus
Post-Production : MPC
Audio post-production : Jungle by Nigel Manington