The brief given by D&AD was to create a physical activation or experience that:

- Creates an epic summer moment where people feel free to be themselves

- Puts the power of music, dance and art

to work

- Uses influencers and events

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Target audience set by client are those who are legal age drinkers without brand loyalty behind them – the current 18-25 year olds.

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Through our research, we found an opportunity to create a platform where Bacardí can play a vital role in connecting the community together through their brand ethos.

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In collaboration with:

- Chesa Tan