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BACARDÍ and Snapchat Turn Movement into Music with Dance Tutorial AR Lens

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BBDO New York's custom Snapchat lens responds to how much users move, interact and dance along to the 'Conga' song
BACARDÍ and Snapchat Turn Movement into Music with Dance Tutorial AR Lens
BACARDÍ is teaming up with Snapchat to launch a custom dance Lens today, set to the world’s most awarded rum brand’s latest re-imagined 'Conga' track. The energetic new song, which debuted in late January along with a music video and surrounding campaign just ahead of the Super Bowl, is the first and only official remake of the iconic Latin dance classic in 30 years, featuring lead vocals from Leslie Grace, rap verses by Meek Mill, produced by Grammy-winning Boi-1da.

On the heels of the brand’s 'Conga Feat. You' campaign launch, BACARDÍ is the first alcoholic beverage brand to officially partner with Snapchat to use its innovative AR 3D full body-tracking technology. The technology – pioneered by Snapchat and debuted in October 2020 – tracks 18 joints on the human body and applies 3D modelling to follow the movements of Snapchatters in view of the camera. With the custom BACARDÍ Lens, the more a Snapchat user moves, interacts, and dances along with the Lens – the more instrumental layers of the 'Conga' track will be unlocked.

How it works is simple:
- Snapchatters unlock the 'Conga' hands-free Lens by Scanning the Bacardi Snapcode.
- The Lens will guide Snapchatters through a series of dance moves that correspond to different instruments in the song, accompanied by 3D AR animations reminiscent of the vibrant Caribbean world where the official music video takes place.

- As Snapchatters continue dancing and following the movement prompts, they’ll unlock more of the track, culminating in access to the full 'Conga' remake and a fun, new dance routine.

- Once fully unlocked, Snapchatters can share their performance with their friends and on their Snapchat story, and invite them to shake their body and join the Conga too.

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Client

Client: BACARDÍ

Chief Marketing Officer: John Burke

Global SVP Marketing: Ned Duggan

Global Digital and Brand Communications, VP: Laila Mignoni

Global Creative Development Manager: Avril Nunez

Agency

Agency: BBDO

Chief Creative Officer, BBDO Worldwide: David Lubars

Executive Creative Directors: Alex Booker and Philip Sicklinger

Creative Director: Taylor Marsh

Associate Creative Director: Marjorie Vardo

Senior Project Manager: Noreen Masih

Managing Director: Steven Panariello

SVP, Account Director: Josh Goodman

Senior Production Manager: Tatiana Lanier

Senior Social Manager: Clare McGough

Social Manager: Griselda Sanchez

Snapchat

Creative Strategy Lead: Ben Feuerstein

Creative Project Manager: Tessa Yin

Account Executive: Samantha Pham

Sr. Account Manager: Lauren Graff

AR production Lead: Ekaterina Simbereva

AR Concept design: Laura Johnson and Illia Kurchatov

AR VFX: Dmitry Nesterenko, Kostiantyn Dzhurynskiy, Yurii Bohdan, Andrii Voloshyn, Borys Hriaznov and Vadzim Strynhalovich

AR Studio design: Yevhen Yakovchenko

AR Development: Pavlo Skyba

AR Production managers: Yevhen Yakovchenko

AR QA: Nadiia Veliksar

Music

Track Name: Conga

Artist: Meek Mill, Leslie Grace & Boi1da

Imprint Label: Sony Music Latin

Composer: Enrique García

Lyrics: Enrique García

Publisher: Foreign Imported Productions and Publishing, Inc.

Producer: Matthew Jehu Samuels p/k/a "Boi1da" / Jahaan Sweet

Sound Engineer for Leslie Grace: Adam Schoeller

Producer for Leslie Grace: Trey Campbell

Recorded By: Anthony Cruz @ Jungle City Studios NYC

Mixed By: Anthony Cruz @ Break It Down Studios NYC

Mastered By: Colin Leonard @ SING Mastering, Atlanta, GA

Genres: People

Categories: Spirits, Alcoholic Beverages

BBDO New York, Tue, 23 Feb 2021 16:42:34 GMT