Bacardi Design & Branding AR HAPPY HALLOWEEN by Dentsu Inc. Tokyo, Dream Design Co.

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Industry Rum
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Kazuhiro Amano
Art Director Naoki Morigami
Copywriter Yusuke Shimazu
Agency Dream Design Co.
Released October 2011

Credits & Description

Category: Offline Digital Design
Product/Service: BACARDI
Agency: DENTSU
Executive Creative Director: Kazuhiro Amano (Dentsu)
Creative Director: Yusuke Shimazu (Dreamdesign)
Planner: Dentsu (Shunsuke Kaga)
Copywriter: Yusuke Shimazu (Dreamdesign)
Art Director: Naoki Morigami (Dreamdesign)
Digital Artist/Programmer: Daito Manabe (Rhizomatiks)
Programmer: Satoru Higa (Rhizomatiks)
Event Producer: Yuta Ichikawa (Bravo)
Agency Producer: Takahiko Kajima (P.I.C.S)
Production Manager: Ami Sato (P.I.C.S)
: Ryo Kaneda (Sound Production)
Account Director: Masaya Nakamura (Dentsu)
Account Exective: Kamran Tsuchiya (Dentsu)
PR Planner: Satoshi Shinjin (Catchball)
PR Planner: Taeko Yoshimoto (Antil)
Digital Producer: Hidenori Chiba (Rhizomatiks)
VJ: (Propo Graphic)
Media placement: Halloween Event - Event Hall At Shibuya, Tokyo - 29 Oct. 2011

Describe the brief from the client
The brand awareness of Bacardi in Japan is low, which is especially so among people in their 20s as its rates at only about 10%.

To make a breakthrough in raising the brand awareness among people in 20s.

Describe the challenges and key objectives
Our goal is to give young people a sense of affinity with Bacardi by showing its innovativeness. We have shown the innovativeness of the brand by breaking down a stereotype in the world.

Describe how you arrived at the final design
We focused on Halloween which has traditional party style.
Wearing a disguise is 1 of the traditions associated with Halloween.

That is the fixed idea which we wanted to break to show the innovativeness of Bacardi. We have invented a new disguise by applying Augmented Reality and a face-tracking system.

Give some indication of how successful the outcome was in the market
The new 'disguise experience' wins the hearts and minds of more young people who are called digital natives.
During 6 hours of the event more than 2,500 people attended the event which exceeded the capacity of the venue, more than 4,000 cocktails were consumed, and the new disguise was experienced more than 2,000 times.