Flash Wall
Bacardi
Issue 43 | June 2017
Agency
BBDO New York
Creative Team
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO New York) Executive Creative Director: Danilo Boer, Marcos Kotlhar Art Director: Delilah Kim Copywriter: Phung Do
Production Team
Agency Producer: Molly Ross Production Company: COLOSSAL MEDIA
Other Credits
Agency Account Team: Steven Panariello, Joshua Goodman, Meghan Wood Head of Communications Planning: Julian Cole Communications Planning Director: Patrick Tomasiewicz
Date
October 2016
Background
BACARDí's We Are The Night campaign has proven that BACARDí truly owns the night. It's no coincidence the logo is the ultimate nocturnal animal: the bat. The idea was to roll out this campaign with executions that only came alive at night under the cover of darkness.
Idea
The challenge was to make a campaign that only came alive at night. So, an innovative out of home experience was made that would allow people to engage and share the brand by becoming the night. Partnering with wall painting experts at Colossal media a specially formulated retro-reflective ink was revealed that reveals the bat when photographed, at night with a flash. During the day this is just a regular hand painted mural but at night the wall invites people to stand in front of it and take a flash photo to see themselves transformed into the Bacardí bat. Using #WEARETHENIGHT, people then posted their Bacardí bat selfies and the brand made its way into their friends' feeds, but only at night time.
Results
Each OOH was amplified via social shares and each wall generated thousands of posts from each city over the span of 3 months. This was the most successful user generated content campaign that the brand has ever done in a global scale. People's social media feeds were flooded with photos of the Flash Wall, but only at night.