BACARDI BOTTLE

Credits & Description:

Category: Ambient: Small Scale Special Solutions
Advertiser: BACARDI
Product/Service: BACARDI BREEZER
Agency: REDIFFUSION Y&R
Executive Creative Director: Deepesh Jha/Jaideep Mahajan
Copywriter: Deepesh Jha/Jaideep Mahajan
Art Director: Jaideep Mahajan/Shameem Mohammad
Account Supervisor: Murli Muktapuram
Photographer: Tarun Vishwa/Shereesh Sen
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: REDIFFUSION Y&R, Gurgaon, INDIA

Description of Ambient execution
Brief Bacardi was hosting the largest New Year beach party in Goa. Beaches are carelessly littered after such events. Since Bacardi urges responsible drinking, this year they wanted to gently remind guests that their indifference not only dirtied the beach but also posed a serious threat to marine life. Solution SOS bottles (iconic of the final attempt for survival) were made from used Bacardi Breezer bottles, collected off the beach. They held a message from the sea highlighting the consequences of littering the beach and how it destroys precious marine life; and were placed around the venue just before the party. The Sea urges guests to keep the beach clean and take the first step by putting the SOS bottle into the waste bin. Results The ‘Bacardi Bottle’ project reached out to a gathering of over 3000 people at a total cost of $77. All SOS bottles and leftovers like paper plates and plastic glasses too found their way to waste bins.