Bacardi has been playing to the dance crowd and a younger, music-fueled audience with its #DoWhatMovesYou campaign. With its latest effort, the rum maker went to its fans to help direct a music video in real time.
Featuring the World of Dance winning duo, Les Twins, with music by Grammy-nominated DJ A-Trak, the live dance event took place over nine hours in New York City, allowing fans to pick things like locations, choreography, lighting, camera angles, color treatment, and more – all simply by voting on various interactive polls to create an authentic music video.
The video, created by BBDO New York, shows Les Twins dancing their way through the urban landscape to a dance party at Coney Island, showing off slick moves along the way.
“This is the brand’s first time working with the IGTV platform,” said Marcos Kotlhar, executive creative director at BBDO New York. “So, while we don’t know exactly how it’s going to perform, Bacardi has always been an adventurous brand when it comes to digital engagement with fans. We’re really excited to see how people will react to long form vertical content – we may finally be breaking the trend of horizontal formats for long form pieces of film.”
The collaboration is an extension of the brand’s ongoing ‘Do What Moves You’ campaign, which, according to Bacardi director of creative excellence Laila Mignoni, is “all about living expressively as your true self and moving – emotionally and physically – without judgment.”
Mignoni added: “With ‘Live Moves,’ we’re encouraging fans to actually choose what moves them with Les Twins and A-Trak, instead of just delivering ready-made content. It’s a much deeper, more meaningful level of engagement that pushes fans to really think about what moves them and take control of the narrative.”
Regarding the real-time nature of the shoot aided by fan direction, BBDO New York executive creative director Danilo Boer commented: “Real-time content creation is just a response to the fast-paced times we live in. The reality is that brands and marketers must pay attention to every new form of content delivery that shows up – and be willing to experiment and learn. That’s one of the great thing about working with Bacardi; they are a brand that likes to be disruptive and push the boundaries.”
Behind the scenes videos can be found on the Les Twins Instagram account.