Create a physical activation or experience that creates an epic summer moment where people feel free to be themselves, putting the power of music, dance and art to work. How would you celebrate and inspire others to #DoWhatMovesYou?
My concept ignites movement and interaction between people within public spaces in cities across the UK, by remixing bland and grey urban areas such as London, using vibrant and powerful visual language; sounds, smells and tastes of Cuba. Experiencing the heritage by transporting you to the Caribbean during your everyday using the discovery of music.
Rum Remix is a Bacardi X Spotify collaboration targeted to 18-24 year olds. Infusing spaces by creating a series of immersive projections mapped onto buildings. Generating movement by utilising Cuban dancers to create an atmosphere and enabling people to discover Caribbean artists and sounds on Spotify while drinking Bacardi.
I created a series of collages inspired by the vintage Bacardi posters and travel posters of Cuba. Using found imagery, tropical floral textures and a vibrant and exotic colour scheme to remix the old and the new. I have created a series of wild-posting posters and billboards to promote the Rum Remix events across the city. Injecting vibrant colours and type into their mundane lives. Using a QR code to engage with the people and allow them to find out more, alongside variations of the collages made into vinyl way-finding all over the city, enticing people to visit the nearest Bacardi X Spotify rum truck.
When walking around the city, pedestrians can interact with the posters, billboards, or way-finding. By scanning the QR code with a smart phone, it will direct the individual to a Rum Remix landing page, which gives them the choice to input their location, to find the nearest Bacardi X Spotify rum truck in the city.
The Rum Remix trucks create a pop-up event to allow the public to join in with the #dowhatmovesyou movement. The rum truck allows the public to experience Cuba’s heritage, through the power of music. Spotify sets the mood with the sounds of the Caribbean while Cuban dancers invite people to get involved in traditional Cuban dance and create an atmosphere in which individuals can express themselves while enjoying a Bacardi cocktail with friends, giving people a chance to be active and have a fun time.
One of the rum truck features is the interactive screen that allows people to interact with what Bacardi X Spotify playlists are playing in the current moment. The screen also displays a QR code at all times, directing them to the, Rum Remix playlist played by the truck in real time, allowing each individual to follow it or download it onto their Spotify account, or discover more Bacardi X Spotify rum remixes. The most listened to artist from these playlists are then given the opportunity to headline at the Rum Remix- Casa Bacardi Events across the UK. The QR code also shows where the upcoming Rum Remix trucks are visiting across the UK.
The hashtag, #dowhatmovesyou, will promote the Rum Remix and the discovery of Cuban music around the world. Using the Cuban dancers and Bacardi cocktails to create a crowd, social media will organically increase the awareness of the movement and encourage people to ignite their bodies with the power of music and dance. The campaign will also help create awareness of the projections and way-finding around cities. Encouraging people to look around them and be influenced by their now vibrant, urban spaces.
DISCLAIMER: Some images in this project have been found and edited to help visualise the project.
