BACARDI "FREE THE SPIRIT"
| Title | BACARDI "FREE THE SPIRIT" |
| Brand | BACARDI |
| Product/Service | BOMBAY SAPPHIRE |
| Category |
B02. Dimensional Mailing |
|
Entrant
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Idea Creation
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
|
Production
|
CRAFTWORK Düsseldorf, GERMANY
|
|
Additional Company
|
PETER SCHMIDT GROUP Hamburg, GERMANY
|
Credits
| 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
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, creating a one-of a kind experience. And it also looks awesome on the bar-shelf for the customers.
Results
95% of barkeepers who received the limited edition pack went to the website (by QR Code or web-address) and played the message in a bottle at least once. Sales went up and in many bars you can now find the Spirit of Bombay Sapphire playing in an endless loop for the customers.
Imagine yourself as a barkeeper, getting the 100th limited edition glass to clean with your 50th anniversary towel to put on your 1000th funny bar mat. It was time to break the boring bar mailing routines with something completely new: The world’s first holographic message in a bottle.
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.