Bacardi

Music Liberates Music

USA
Overview
Mixing music with Bacardi

What would it be like to star in a music video like no video ever before?

 

When Bacardi signed a deal with electronic music trio, Major Lazer, the brand needed a stand-out way to announce the partnership and launch the official music video for their summer hit ‘Front of the Line’.

 

An old-school music video wasn’t going to cut it. This is the selfie generation who are as social-media-savvy as the stars they follow. They want to be in on the action not watching from the wings.

 

The answer? Reinvent. Put the fan at the heart of the experience, make it mobile and make the viewer the star – all in an AR Snapchat lens.

 

Working with Snapchat and using low-poly 3D graphics, we pushed the average length of a lens from 10 seconds to 60. This meant we could create the first music video in a Snapchat lens, and create an entire music video with the user as the star of show. Instantly unique and highly shareable.

Results
This was the first music video to use a Snapchat lens. It had over 42 million plays, 29 years’ worth of playing time and 50 million earned media impressions.
Increase in average engagement time
%
Music video plays
m
Awards & Press
Bronze Social & Influencer Lions
Cannes Lions 2018

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