The brief was to come up with a viral video featuring Michael Schumacher for Bacardi’s “Drinking and driving don’t mix” CSR campaign. This video and the extended version were watched by well over a quarter of a million people.

Previous videos had performed poorly for this campaign and I took the approach of letting Micheal Schumacher do what he does best and tried to make the video both compelling and funny to make sure it was shared. It outperformed all previous Bacardi Drink Driving CSR videos and was considered a great success by the client.