Client: Bacardi Pitch | Year: 2023 | Agency: Wasserman | Role: Associate Creative Director, Creative Director: Marcos Lawson, 3D: Keirstin Fernandes
In 2023, we pitched Bacardi to revamp their presence at music festivals across the country: Casa Bacardi.
To create the must-visit destination at a festival, we leveraged a tried-and-true, beloved tradition: the House Party.
We designed a seamless walk-through activation where guests could have unique experiences in every room of the Casa.
Bacardi tasked us with building an environment representative of their target audience, the Exuberants: defined as happy, energetic, individualistic and joyfully alive.
Stylistically, the entire activation was heavily inspired by Bacardi’s Caribbean heritage with archways and vibrant colors. At the center of the courtyard was our Mango Chili moment: a stunning 15’ bar that played host to programming throughout the day and promoted the new Mango Chile Bacardi product.
An essential part of any house party, the kitchen is the go-to place to grab your next round. And to the right, the custom walk-in ‘closet’ was designed to elevate guests’ fits with everything from branded sunglasses to hats to temporary tattoos.
In the closet, guests had access to a limited edition line of Bacardi clothing and accessories that they could rock at the festival.
In the nostalgia-core lounge, we offered guests old-school Nintendo games, card games to meet new friends, and the opportunity to be featured in “family portraits” throughout the home.
Mimicking the Caribbean vintage attire found in The Closet, guests will have access to a fun branded Snap filter to commemorate the festival.
And as with any house party, we expected all of our houseguests to abide by the rules of the Casa.