Bacardi OakHeart is a new spiced rum drink from Bacardi that has adventure at its heart. Aimed primarily at a young male audience, the drink embodies the spirit of people who are willing to try something new, everyday.
Objective
To create an immersive experience for the corporate launch of Bacardi OakHeart in Cannes.
Creative strategy
Ahead of the event, guests were sent a wooden invitation within the regular Bacardi invitation. Keys were also distributed around the conference with the promise of prizes to the keys that fitted the locks. On arrival guest were given Oak ‘n’ Coke’s, the signature drink, and allowed to wander the OakHeart party, partaking in the entertainment on offer, from the oversized table football to the green screen photo-booth. Or, they could simply throw on a cowboy hat and boogie down.
Activation
Print collateral, interiors, merchandise.