SCAREAM HALLOWEEN

TitleSCAREAM HALLOWEEN
ClientBACARDI JAPAN
Product / ServiceBACARDI
CategoryB02. Consumer Products
EntrantPICS Tokyo, JAPAN
Entrant Company PICS Tokyo, JAPAN
Advertising Agency PICS Tokyo, JAPAN
Advertising Agency 2 DENTSU Tokyo, JAPAN

The Brief

Bacardi’s new brand slogan is “Set the heart free”. There was a need for us to increase our presence during the year-end and new-year holidays when demand for alcoholic beverages reaches the peak. To get ready for this upcoming season, we provided “a heart liberating brand experience” which can break through the sense of stagnation that ingests Japan.

Creative Execution

We focused our attention on how drunkards tend to “get loud when they drink”. Drunkards naturally liberate their hearts and enjoy themselves by drinking and raising their voices. We provided a “heart liberating brand experience” that allows drunkards to get carried away by screaming real loud, we were able to establish a deep brand engagement with drunkard

Describe the creative solution to the brief/objective.

We defined “liberating one’s heart = screaming” and devised something that people would find themselves wanting to scream. This is the world's first clothing that becomes transparent by screaming. Bacardi girls dressed up in this clothing served Bacardi cocktails to drunkards in exchange of their loud screaming. On streets everywhere in Japan, unfamiliar screams were heard and the brand succeeded in making a wide appeal. Moreover, we used the screams in a different way to bring additional excitement to this experimental event. Every scream was recorded transfer to the guitar-shaped synthesizer and categorized by musical scale in real time. Then it was improvised in some clubs.

Results

Various places in Japan were warmed up with Bacardi screaming and left a strong impression of the brand on drunkards. ● More than 10,000 loud screams in total from various places in Japan ● Our promotion was covered by approximately 300 media sources including TV programs and others. ● Brand awareness increased from 52.3% to 66.0%. ● The sales volume of the year-end and new-year recorded 130% compared to the previous year.

Credits

Name Company Position
Hanako Sakagami Dentsu Inc. Account Exective
Masaya Nakamura Dentsu Inc. Account Director
Satoshi Shinjin Catchball Pr Planner
Taeko Yoshimoto Initial Pr Planner
Shinya Kiyokawa Invisible Designs Lab. Sound Designer
Hiroshi Kizu P.i.c.s. Director
Yoshio Komatsu Jiyuro Costume Design
Jiro Jiyuro Costume Design
Atsushi Sasaki Rhizomatiks Device Developer
Moto Ishibashi Rhizomatiks Device Architecter
Daito Manabe Rhizomatiks Programmer
Hidenori Chiba Rhizomatiks Technical Director
Yuta Ichikawa Bravo Event Producer
Takahiko Kajima P.i.c.s. Producer
Naoki Morigami Dreamdesign Art Director
Shunsuke Kaga Dentsu Inc. Planner
Yusuke Shimazu Dreamdesign Creative Director
Kazuhiro Amano Dentsu Inc. Executive Creative Director