UNTAMEABLE SINCE 1862
World-famous rum purveyors Bacardi wanted to move away from something your gran glugs to a drink your younger, cooler brother enjoys with his mates. From global pitch win to worldwide launch we told the bold, uncompromising Bacardi family story of how true passion can never be tamed.
Shot by The Wade Brothers.
WADE BROTHER’S FILM
The campaign launch film captures the craft, ebullience and sheer bloody-minded passion that courses through the Bacardi family’s veins as they remain true to their Cuban heritage and family motto of being forever Untameable.
PRINT & OOH CAMPAIGN
Internationally recognised and awarded, the copy led campaign tells the Bacardi family story as they fought against the odds to become the most rebellious rum distillers on the planet.
REBELLIOUS ASSETS FOR A COMPLIANT WORLD.
The beautiful, passion strewn shots were used as global social assets as Bacardi recorded never seen before social engagement, it’s new ownable attitude taking it far away from its previous generic positioning as a ‘party’ drink.
