Title | BACARDI SCREAMING |
Brand | BACARDI JAPAN |
Product / Service | BACARDI |
Category | C01. Integrated Campaign Led by Direct |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
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 |
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.
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 drunkards.
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.
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.