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BACARDÍ Rum Invites You to Shake Your Body and Do That 'Conga' in Experimental Campaign

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The fun and inclusive campaign from BBDO New York features rum fans in first-ever remake of the global hit single

BACARDÍ Rum Invites You to Shake Your Body and Do That 'Conga' in Experimental Campaign
Following the 21st Annual Latin GRAMMY Awards last night, BACARDÍ rum today announced it is challenging rum fans around the world to find their rhythm and do what moves them through song, dance, and the power of 'Conga' as part of its latest campaign, 'Conga Feat. You.'

Reimagining the song that catapulted Miami Sound Machine’s Emilio and Gloria Estefan to international stardom, BACARDÍ is calling on music and dance enthusiasts across the globe to join the world’s most awarded rum as they embark on the first-ever remake of 'Conga' feat. Meek Mill, Leslie Grace, produced by Boi-1da, reintroducing the Latin Pop track to a modern audience.

The remake is an exciting collaboration between three-time Latin GRAMMY Awards nominee, 2020 Latin GRAMMY Awards performer and upcoming 'In The Heights' star Leslie Grace, GRAMMY-nominated musician and criminal justice reform advocate Meek Mill and GRAMMY Award-winning, Producer of the Year nominee Boi-1da. This cast of star-studded collaborators are inviting vocalists and dancers alike to embrace the 'sound of rum' by submitting their voice recording or video showcasing their dance moves for a chance to be featured in the official music video, debuting the week leading up to the biggest night in music in January 2021, the 2021 GRAMMYs.

“BACARDÍ is a brand that thrives off bringing people together, and given the current state of the world, we wanted to create an opportunity to connect them by joining BACARDÍ in resurrecting this global hit, blessed by Emilio and Gloria Estefan themselves,” said Ned Duggan, global senior vice president of BACARDÍ. “It’s an honour to work with passionate multicultural artists like Leslie Grace, Meek Mill and Boi-1da to unite people through music with an iconic song from the Estefan’s like ‘Conga,’ while also creating moments and experiences for people to share their true, authentic selves on a global stage.”

Following the momentum of the global 'Pass The Beat' campaign featuring Major Lazer and Anitta in 2019, BACARDÍ is thrilled to once again unify rum drinkers through song and dance. This year, people from all over the world will play a vital role, as BACARDÍ calls on fans to fuel their passions and add their creative flair to the 'Conga Feat. You' campaign. As a result, the final 'Conga' music video and track will be an official collaboration between esteemed artists and the people, reimagined by a new generation.

Kicking off on Instagram today and running through 13th December, fans will learn how-to submit content by tuning into @bacardiusa, @lesliegrace, @meekmill and @boi1da’s Instagram channels. Each channel will link to a recording hub experience where users can submit their vocals or moves, invite their friends, and enter for a once in a lifetime opportunity to collaborate with this group of talented artists. BACARDÍ has also enlisted an army of global influencers including 2020 Sports Illustrated Swimsuit Issue cover girl Jasmine Sanders, viral street-dance performer Lil Buck and singer, dancer and TV judge Alesha Dixon, to recruit 'Conga' enthusiasts near and far to join in on the fun.

How-to submit content is simple: Instagram users will swipe up from the brand or partner channel and open the recording hub experience. Next, users will be prompted to select either sing or dance for the 'Conga' track and aided by karaoke-style vocals as they record their take on the chorus, or dance along to easy-to-follow choreography with Ian Eastwood bursting with Latin Caribbean vibes. Then, once the vocals or moves are to their liking, users can submit their content, encourage others to join the 'Conga' revolution and do what moves you.

After the submission period has closed, producer Boi-1da and BACARDÍ will create a collective chorus for the track featuring each and every voice submission, to be featured in the final 'Conga' song and full-length interactive music video. Select users who submit their vocals and dance moves can expect to see and hear themselves in the official 'Conga' music video once it debuts globally in late January to kick off music’s biggest week, before the 2021 GRAMMYs air.

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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 New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Executive Creative Director: Marcos Kotlhar and Danilo Boer

Creative Director: Taylor Marsh

Associate Creative Director: Marjorie Vardo

Executive Creative Director: Alex Booker and Philip Sicklinger

Senior Project Manager: Noreen Masih

Executive Producer: Katie Harris

Production Manager: Tatiana Lanier

Head of Digital Production: James Young

Interactive Producer: Phil Peker

VP, Broadcast Business Affairs: Kathleen Bannon

SVP, Production Services Director: Jessica Nugent

Talent Services Manager: Pamela Smith

Managing Director: Steven Panariello

SVP, Account Director: Josh Goodman

Account Director: Josh Freeland

VP, Account Director: Meghan Wood

Account Executive: Aimee Chimera

Senior Social Manager: Clare McGough

VP, Strategy Director: Zach Kula

VP, Communications Strategy Director: Jen Leung

Senior Planner: Caroline Moyer-Kardos

Production

Production Company: Caviar

Director: Henry Scholfield

Executive Producers: Michael Sagol and Kim Dellara

Managing Executive Producer: Sorcha Shepherd

EP / Head of Production: Casey Wooden

Producer: Polly Du Plessis

Production Supervisor: Javier Alejandro

Local Producer: Mariana Moto

Director of Photography: Matias Boucard

Stylist: Toni Blaze

Choreographer: Ian Eastwood

Editorial

Editor: Sam Ostrove

Assistant Editor: Doug Scott

Producer: Liz Lydecker

EP: Carr Schilling

Post VFX: Blacksmith

VFX Supervisor/Lead Compositor: Daniel Morris

EP: Charlotte Arnold

Colour: Blacksmith

Colourist: Mikey Pehanich

Digital Production Company: Resn

General Manager: Jonathan Hawke

Senior Producer: Hannah Titheridge

Technical Director: Nick Hughes

Creative Technical Director: Matt Halford

Creative Director: Dan Mercer

Technical Lead: Mike Bodge

Sam Costello: Audio Engineer

Social

Production Company: BBDO Studios

Post Producer: Allie Kolb

Editor: Brad Go

Editor: Mike Plunkett

Assistant Editor: Morgan Ammons

Genres: Choreography, Music performance, People

Categories: Spirits, Alcoholic Beverages

BBDO New York, Fri, 20 Nov 2020 17:13:11 GMT