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 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.
Chief Marketing Officer: John Burke
Global SVP Marketing: Ned Duggan
Global Digital and Brand Communications, VP: Laila Mignoni
Global Creative Development Manager: Avril Nunez
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
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
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
Categories: Spirits, Alcoholic BeveragesBBDO New York, Tue, 23 Feb 2021 16:42:34 GMT