Title	BACARDI "FREE THE SPIRIT"
Brand	BACARDI
Product/Service	BOMBAY SAPPHIRE
Category	B02. Promotional Item Design
Entrant	BBDO GROUP GERMANY Düsseldorf, GERMANY
Idea Creation	BBDO GROUP GERMANY Düsseldorf, GERMANY
Production	CRAFTWORK Düsseldorf, GERMANY
Additional Company	PETER SCHMIDT GROUP Hamburg, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Darren Richardson	BBDO Düsseldorf GmbH	Chief Creative Officer / Executive Creative Director
Kristoffer Heilemann	BBDO Düsseldorf GmbH	Creative Managing Director
Alexis Mardapittas	Proximity Worldwide GmbH	Creative Director
Sebastian Steller	Proximity Worldwide GmbH	Creative Director / Copywriter
Tobias von Aesch	Proximity Worldwide GmbH	Art Director
Ramón Scheffer	BBDO Düsseldorf GmbH	Copywriter
Carsten Will	Proximity Worldwide GmbH	Account Director
Simone Klinke	Proximity Worldwide GmbH	Global Account Manager
Farhad Abasov	Proximity Worldwide GmbH	DTP / Retouch
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
-	CraftWork - a brand of ad agencyservices GmbH	Post Production Company
Michael Koch	CraftWork - a brand of ad agencyservices GmbH	Producer
-	The Noise	Post Production Company
Daniel Bartels	c/o The Noise	Producer / Editor
-	AMP-Light/Studio	Video Production holgram
-	Das Druckhaus Beineke Dickmanns GmbH	Print Production Packaging
Mario Kaltenbach, Henry Koopman	-	Producer
-	Studio Funk GmbH & Co. KG, Düsseldorf	Audio Production House
Timo Kockmeyer	Studio Funk GmbH & Co. KG, Düsseldorf	Sound Engineer
Daniel Bartels	-	Director
Alexander Link	BBDO Düsseldorf GmbH	Director of Photography
Kevin Krefta	CraftWork - a brand of ad agencyservices GmbH	Editor
Daniele Gasparini	Peter Schmidt Group GmbH	Design Director
Agnieszka Nabielec	Peter Schmidt Group GmbH	Designer

The Campaign

Who could be a better spokesperson to the barkeepers than our spirit itself? So the world’s first holographic message in a bottle was born: a personification of Bombay Sapphire, that acts as the Spirit within the bottle in a limited edition pack. The Message? Bombay Sapphire is infused with life: a perfect mix of Heritage, Craftsmanship and taste.

Creative Execution

The key was to keep the regular packaging dimensions and fullfil the magic within a known format. We used simple materials to build the packaging: coated cardboard for the overall box, with Perspex to close the packaging and keep it see-through for the label and hologram. The whole pack mirrored the premium approach of Bombay Sapphire, with ingredients and how-to-use pictograms on the outside. Within the limited edition pack, the message was brought to life via a mobile phone and one simple design element: a hidden layer of Perspex, reflecting and projecting into the bottle. First prototypes showed it needed certain dimensions to give the perfect illusion. Also, the mobile compartment needed to fit all kinds of smartphones, to work within certain measurements to have the hologram always centred. Plus, it simply needed to catch the eyes of barkeepers and customers.

Indication of how successful the outcome was in the market

The limited edition pack made Bombay Sapphire visible on the bar-shelf. It influenced Barkeepers in reconsidering their recommendations when asked by a customer for a gin. The pack proved that Bombay Sapphire is truly a Spirit that has more to offer than just ‘trending’ hipster gins. You can’t replace years of heritage, experience and craftsmanship with a fancy packaging design, but you can underline it with one if you have those assets already. Sales went up and in many bars you can now find the Spirit of Bombay Sapphire playing in an endless loop for the customers.

To raise Bombay Sapphire’s bar business, we had to bring it back into the mind-set of our gatekeepers, the barkeepers. And barkeeper’s influencers like bar bloggers. We approached them with our limited edition packs and asked them to bring the Spirit to life.