Reconnect Bacardi with its core audience by standing for something true to the brand that 20-something drinkers will find relevant and motivating.

Agency:RKCR/Y&R Advertiser:Bacardi 
 Project name: Island 
 Client: Jeff MacDonald, Global Brand Director, Bacardi 
 Copywriter: Mark Waldron 
 Art director:Dave Godfree 
 Planner: Angie Ma 
 Media company: Universal McCann Media planner: Scott Neilson Production company: Rogue 
 Director: Sam Brown 
 Editor: James Rosen at Final Cut 
 Post-production company: The Mill Audio post-production company: Factory Studios

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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