You Can't Take the Party Out of the People in BACARDÍ's New Spot

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Conceptualised by BBDO New York, the rum brand's first ever remotely shot digital ad debuts real-life roommates during lockdown
You Can't Take the Party Out of the People in BACARDÍ's New Spot
BACARDÍ rum announces the launch of its new digital spot, 'BACARDÍ Roommates', making it the iconic rum brand’s first-ever remote shoot conducted fully while the world was on lockdown. Featuring BACARDÍ rum varietals that include BACARDÍ Superior white rum and the brand’s latest product innovation, BACARDÍ Real Rum Cocktails, the new ad spot inspires people to do what moves you – even when the world stops moving, you don’t have to.

To authentically translate to screen how people are maximising their time in quarantine, BACARDÍ put out a casting call to find three real roommates to star in the new digital short film, where they were not only the actors featured in the spot, but also the camera operators, cinematographers, set and costume designers, hair and makeup glam team, crew and lighting coordinators.


The film follows the three roommates – Alina, Kiara and Raisa – as they make the most out of quarantining together with BACARDÍ through a series of relatable, at-home activities including choreographing a dance, singing karaoke from their couch, practicing at-home mixology, giving each other haircuts, relaxing on their rooftop, cheering on healthcare workers from the fire escape and more.


To prepare the roommates for the shoot, BACARDÍ, its creative agency BBDO New York and production company 1stAveMachine sent the three stars professional film and lighting equipment – teaching them how to use it remotely via live video chats – as well as interior decor to spruce up their space before the director virtually yelled action. Aptly titled 'BACARDÍ Roommates', the final spot is a result of 30 hours of Zoom meetings, two days of filming, 15 boxes of props, with zero outside people entering the set, culminating in an authentic narrative that tells the world that wherever people are spending lockdown, they can still do what moves them.


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Client

Client: BACARDÍ

Project title: BACARDÍ Roommates

Chief Marketing Officer: John Burke

Global Senior Vice President: Ned Duggan

Creative Excellence Director: Laila Mignoni

Creative Excellence Manager: Avril Nunez

Director, Brand Public Relations: Jamie Williams Cooper

Creative agency

Creative Agency: BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Executive Creative Directors: Danilo Boer and Marcos Kotlhar

Creative Director: Taylor Marsh

Senior Art Director: Harriet Ronn

Senior Copywriter: Barney Spiro

Executive Producer: Katie Harris

Production Manager: Tatiana Lanier

Music Producer: Julia Millison

Business Manager: Kathleen Bannon

Managing Director: Steven Panariello

Vice President, Account Director: Joshua Goodman

Account Manager: Kevin Lee

Account Executive: Aimee Chimera

Production

Production Company: 1stAveMachine

Partner, Executive Producer: Sam Penfield

Executive Producer: Michaela McKee

Director: Tucker Bliss

Line Producer: David Marks

Director of Photography: Todd Martin

Post-Production

Editorial Company: Work Editorial

Executive Producer: Erica Thompson

Producer: Chris Delarenal

Editor: Neil Smith

Assistant Editor: Chris O'Brien

Telecine Company: Blacksmith

Telecine Artist: Mikey Pehanich

Conform / Finish Company: Blacksmith

VFX Supervisor: Daniel Morris

Executive Producer: Charlotte Arnold

Producer: Ashley Goodwin

Music

Music Company: Soundtree

Executive Producer: Jay James

Composer: Luis Almau

Mix and Record Company: Sonic Union

Engineer: Stephan Rosen

Producer: Pat Sullivan

Voice Over Talent: Steven Boyer

PR

Public Relations Agency: Harrison & Shriftman

CEO and Co-Founder: Elizabeth Harrison

Senior Vice President, Brand Engagement: Veronica Rodriguez

Vice President: Erika Lam

Director: Anina Bose

Account Supervisors: Nikky Dudek and Heidi Smolevitz

Account Executive: Summer Ziernicki

Assistant Account Executive: Lizzie Nelson

Categories: Spirits, Alcoholic Beverages

BBDO New York, 1 month ago