Most spirit brands have relied on the excitement of crowded party scenes and music events for younger audiences. About drinking the “cool” drink on a big night out. Big nights out are not on the table right now. Nor are big productions. BBDO New York had to come up with an idea for Bacardi – and produce it – during lockdown. And so many Zoom, user-generated, smartphone productions have already been made.
The agency found an appealing twist within the boundaries of Covid life anyway. The idea is that “even when the world stops moving, you don’t have to.” You can party with your roommates at home.
To make it commercial authentic, actors were not used. Instead, Bacardi put out a casting call to find three real roommates to star in the digital short film. And they were not only the actors featured in the spot, they were also the camera operators, cinematographers, set and costume designers, hair and makeup glam team, crew and lighting coordinators. The video was shot with shot with iPhones and a Sony X9 video equipment.
BBDO New York and production company and 1stAveMachine sent the roommates professional film and lighting equipment and taught them how to use it – and spruce up their apartment interiors – via Zoom. The film, Bacardi Roommates is the result of 30 hours of Zoom meetings, two days of filming, 15 boxes of props and no outside people entered the set.
Credits:
Creative Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Executive Creative Directors: Danilo Boer & 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
Account Management Joshua Goodman, Kevin Lee & Aimee Chimera
Production Company: 1stAveMachine
Partner & Executive Producer: Sam Penfield
Executive Producer: Michaela Mckee
Director: Tucker Bliss
Line Producer: David Marks
Director of Photography: Todd Martin
Editing: Work Editorial
Executive Producer: Erica Thompson
Producer: Chris Delarenal
Editor: Neil Smith
Assistant Editor: Chris O’brien
Post Production: Blacksmith
Grader: Mikey Pehanich
VFX Supervisor: Daniel Morris
Executive Producer: Charlotte Arnold
Producer: Ashley Goodwin
Music Company: Soundtree
Executive Producer: Jay James
Composer: Luis Almau
Sound Company: Sonic Union
Engineer: Stephan Rosen
Producer: Pat Sullivan
Public Relations Agency: Harrison & Shriftman
Client: Bacardí
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
