| Title | BACARDI SCREAMING |
| Brand | BACARDI JAPAN |
| Product / Service | BACARDI |
| Category | C04. Stunts & Live Advertising |
| Entrant | PICS Tokyo, JAPAN |
| Entrant Company | PICS Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Advertising Agency 2 | DREAMDESIGN Tokyo, JAPAN |
| Name | Position |
|---|---|
| Kazuhiro Amano | Executive Creative Director |
| Creative Director Yusuke Shimazu/Technical Director Hidenori Chiba | Creative Director |
| Art Director Naoki Morigami/Director Hiroshi Kizu/Sound Designer Shinya Kiyokawa | Art Director |
| Costume Design Jiro/Yoshio Komatsu | Illustrator |
| Masaya Nakamura | Account Supervisor |
| Producer Takahiko Kajima/Event Producer Yuta Ichikawa | Producer |
| Hanako Sakagami | Account Manager |
| Planner Shunsuke Kaga/Pr Planner Taeko Yoshimoto/Satoshi Shinjin | Planner |
| Programmer Daito Manabe/Device Architecter Moto Ishibashi/Device Developer Atsushi Sasaki | Other Credits |
We sent Bacardi girls dressed up with in this clothing which is the world's first clothing that becomes transparent by screaming to various streets and event spaces in Japan. They served Bacardi cocktails to drunkards in exchange of their loud screaming.
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.