Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Bacardi wanted to be seen as being a untameable as their incredible history. But they were stuck in a traditional advertising loop that wasn’t shifting opinion with their drinkers.
So we created a ‘small fires’ strategy, using social and experiential channels to do more than talk the talk - we were untameable in everything we did.
Why make an ad when you can make a film?
When most agencies are briefed to create fame and content around a music festival, they often go down the route of inviting an 'influencer' along for a freebie. Mr President decided to challenge one to break into it instead.
Enter Marcus Haney, professional chancer and director of the smash hit MTV film 'No Cameras Allowed'. As the film, which documented how he broke into over 50 music festivals around the world, hit the headlines, we got Ellie Goulding to public ally challenge him to his biggest blag to date. To break into a private festival, on an island, in the middle of the Bermuda Triangle.
The result is 'Breaking The Triangle', a 25 minute film that shows Marcus' journey to overcome sea, security and the Puerto Rican army.
Make yourself comfy, grab yourself a drink and enjoy the full film.
Trailer for Breaking the Triangle
Full-length film for Breaking the Triangle
The bat has always been the iconic symbol of Bacardi. So at SXSW we created an experience along the river using the untameable flight of one of the biggest bat colonies in the world.
Using infrared sensors to track the flight of the bats at dusk, we created a touch-sensitive synth pad using Ableton that converted the flight patterns into a unique live musical performance.
We took the music and remixed the track, releasing it to influencers on 12” vinyl.
To celebrate the birthday of the Cuba Libre, and re-introduce drinkers to the original rum and coke, we partnered with UBER to deliver perfectly mixed drinks across London.
Because you ‘never leave a man behind’, friends could order a drink delivered to a friend at home or work who couldn’t make it out for the night, by pressing an integrated Bacardi button within the main UBER navigation.
Bacardi have a wild history, that’s full of untameable people and unbelievable stories. So we created three films to highlight some of the most dramatic stories - a fresh approach to a heritage brief.
Our first film was ‘Letters to Emilio’ recounting the story of Emilio Bacardi.
Next was the story of the bats, that inspired the iconic symbol on the bottle.
And finally, the story of how the Daiquiri was invented, only with Bacardi of course.