BBDO New York
Wed, 25 Sep 2019 15:06:10 GMT
BACARDÍ’s partnership with Lonely Whale to upcycle straws, the concept was created by BBDO NY.
Through the new Straw Vinyl program, BACARDÍ and Lonely Whale will collect used straws from 55 partner bars across the country and upcycle them into limited-edition vinyl records – transforming something that sucks into something that slaps.
As part of BACARDÍ’s ongoing commitment to this pledge, the iconic rum brand has partnered with Major Lazer and Anitta to use their music for the greater good. All of the upcycled vinyl records will be pressed with the global music titans’ summer anthem, Make It Hot, which was released this past June in partnership with BACARDÍ.
Music fans got a first look at a sample upcycled straw vinyl and were able to make their pledge to join the cause, during the annual Life Is Beautiful music festival in Las Vegas this past weekend (September 20-22). During the three-day festival, the iconic Art Motel was transformed into a rum paradise in which one room was dedicated to Lonely Whale and #TheFutureDoesntSuck campaign. Upon entry, festival goers were encouraged to sign the pledge to eliminate single-use plastic straws while standing underneath a striking installation that recreated the feeling of being underwater and surrounded by trash.
Now, following Life Is Beautiful, consumers around the country can begin participating in the program on November 11, when collection bins and live coasters will be available at select partner bars for straw collection and awareness. Each collection bin and coaster will include a brief Snapchat animation giving consumers more information around the program and partnership between BACARDÍ and Lonely Whale.
The final upcycled limited-edition vinyl’s will become available for purchase on Giving Tuesday, December 3, on LonelyWhale.com. 100% of the proceeds from the Make It Hot vinyl will go to Lonely Whale, so not only will making the records keep straws out of the ocean, but their sales will also help support a future that doesn’t suck.view more - The Sustainability ChannelBBDO New York, Wed, 25 Sep 2019 15:06:10 GMT