YCN - design competitions
YCN Awards 09/10

Help us flirt with our fans and adorers.

Background

There may be oceans between them, but people who love BACARDI Flavoured Rums across the world have a lot more in common than you might think. We talked to scores of them to find out what makes them tick, what they do on a night out and how they decide what to drink. What we discovered is that our adorers are an extremely sociable bunch. This may not come as a surprise, but it got us thinking. Historically we have always talked about the distinctive and intense fruit flavour of BACARDI Flavoured Rums, but times move on and we’ve learnt that our adorers now want a deeper, more meaningful relationship with us…..so it’s time to flirt.

Raise awareness of the risks of underage
drinking and contribute towards a cultural
change in society’s attitude towards alcohol.

The Brief
The main campaign, launching in January 2010, will use a range of traditional advertising (broadcast) channels to raise awareness of the risks of underage drinking. However DCSF would like you to consider ideas for other creative opportunities to directly engage young people with the issue and to prompt them to reconsider their own drinking behaviour as a result. Creative ideas should use the campaign identity ‘Why let drink decide?’ to extend the campaign’s reach and specifically target young people aged between 13 and 16.

YCN - design competitions
2
280
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Published:

YCN - design competitions

competition
2
280
0
Published:

Creative Fields