http://al5.de/120/
120 MiNUTES / 2005 Bacardi Concept Art Work www
In 2004, the Bacardi corporation was becoming aware of the perception of its top brand Bacardi Rum as a mainstream brand. The company was asking itself how they could increase relevance for urban opinion leaders and other individuals seemingly immune to brands. An extraordinary invitation kicked off the campaign calling upon individuals in various cities to found a secret action organization together, The Batcave, a name derived from the brand’s logo. Next greatpieceofcake “whooed” the persons of interest by giving Batcave members control over marketing budgets to develop and produce 120 minute long theme parties, each one having its own theme and advertising concept. 120 Minutes is a party format, which takes place in unconventional urban places at irregular times with secret themes, line ups, entertainment acts and running orders. The teams were requested to experiment with non-standardized guerilla advertising and make communication an event in itself, e.g. in the shape of public interventions or media hijacking. Not just the events were events, the entire pre-roll advertising was, too. Thus we attracted maximum public attention for the Batcave and the 120 Minutes party format.
(Text: http://greatpieceofcake.com/cases/by-client/bacardi/) Designs: Anne Lüth, Tim Kaiser All rights reserved by AL5-Design & Freemee-Artificial Internet Realisations © 2005 The copyright for any material is reserved. Any duplication or use of objects such as images, movies or text in other printed or electronic publications is not allowed without permission.
