Following the 21st Annual Latin GRAMMY Awards last night, BACARDÍ rum today announced it is challenging rum fans around the world to find their rhythm and do what moves them through song, dance, and the power of Conga (remember that song?) as part of its latest campaign, ‘Conga Feat. You.’
Reimagining the song that catapulted Miami Sound Machine’s Emilio and Gloria Estefan to international stardom, BACARDÍ is calling on music and dance enthusiasts across the globe to join the world’s most awarded rum as they embark on the first-ever remake of ‘Conga’ feat. Meek Mill, Leslie Grace, produced by Boi-1da, reintroducing the Latin Pop track to a modern audience.
“BACARDÍ is a brand that thrives off bringing people together, and given the current state of the world, we wanted to create an opportunity to connect them by joining BACARDÍ in resurrecting this global hit, blessed by Emilio and Gloria Estefan themselves,” said Ned Duggan, global senior vice president of BACARDÍ.
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He adds, “It’s an honor to work with passionate multicultural artists like Leslie Grace, Meek Mill and Boi-1da to unite people through music with an iconic song from the Estefan’s like ‘Conga,’ while also creating moments and experiences for people to share their true, authentic selves on a global stage.”
Submitting content for Conga Feat. You – which was created with BACARDÍ’s creative and strategic agency partner, BBDO NY – is simple:
- Instagram users will swipe up from the brand or partner channel and open the recording hub experience in a web browser on their mobile device.
- They will be prompted to select either SING or DANCE for the “Conga” track and aided by karaoke-style vocals as they record their take on the chorus, or dance along to easy-to-follow choreography from Ian Eastwood bursting with Latin Caribbean vibes.
- After the submission period has closed, producer Boi-1da and BACARDÍ will create a collective chorus for the track featuring each and every voice recording, as well as incorporate dance submissions into the full-length interactive music video dropping GRAMMYs week.
To jumpstart UGC submissions, BACARDÍ has tapped an exciting cast of celebrities and influencers – including 2020 Sports Illustrated Swimsuit Issue cover girl Jasmine Sanders, viral street-dance performer Lil Buck and singer, dancer and TV judge Alesha Dixon – who will help recruit “Conga” enthusiasts near and far to join in on the fun.
While the final track, music video, and ad spot won’t premiere until GRAMMYs week in January 2021, BACARDÍ is issuing a call to music and dance enthusiasts across the globe to submit content via a recording hub experience (live November 20 – December 13) for a chance to be featured in the final music video alongside the featured artists.
CREDITS:
CLIENT: BACARDÍ
- CHIEF MARKETING OFFICER: John Burke
- GLOBAL SVP MARKETING: Ned Duggan
- GLOBAL DIGITAL AND BRAND COMMUNICATIONS, VP: Laila Mignoni
- GLOBAL CREATIVE DEVELOPMENT MANAGER: Avril Nunez
AGENCY: BBDO New York
- CHIEF CREATIVE OFFICER, BBDO WORLDWIDE: David Lubars
- EXECUTIVE CREATIVE DIRECTOR: Marcos Kotlhar and Danilo Boer
- CREATIVE DIRECTOR: Taylor Marsh
- ASSOCIATE CREATIVE DIRECTOR: Marjorie Vardo
- EXECUTIVE CREATIVE DIRECTOR: Alex Booker and Philip Sicklinger
- SENIOR PROJECT MANAGER: Noreen Masih
- EXECUTIVE PRODUCER: Katie Harris
- PRODUCTION MANAGER: Tatiana Lanier
- HEAD OF DIGITAL PRODUCTION: James Young
- INTERACTIVE PRODUCER: Phil Peker
- VP, BROADCAST BUSINESS AFFAIRS: Kathleen Bannon
- SVP, PRODUCTION SERVICES DIRECTOR: Jessica Nugent
- TALENT SERVICES MANAGER: Pamela Smith
- MANAGING DIRECTOR: Steven Panariello
- SVP, ACCOUNT DIRECTOR: Josh Goodman
- ACCOUNT DIRECTOR: Josh Freeland
- VP, ACCOUNT DIRECTOR: Meghan Wood
- ACCOUNT EXECUTIVE: Aimee Chimera
- SENIOR SOCIAL MANAGER: Clare McGough
- VP, STRATEGY DIRECTOR: Zach Kula
- VP, COMMUNICATIONS STRATEGY DIRECTOR: Jen Leung
- SENIOR PLANNER: Caroline Moyer-Kardos
PRODUCTION COMPANY: Caviar
- DIRECTOR: Henry Scholfield
- EXECUTIVE PRODUCERS: Michael Sagol and Kim Dellara
- MANAGING EXECUTIVE PRODUCER: Sorcha Shepherd
- EP / HEAD OF PRODUCTION: Casey Wooden
- PRODUCER: Polly Du Plessis
- PRODUCTION SUPERVISOR: Javier Alejandro
- LOCAL PRODUCER: Mariana Moto
- DIRECTOR OF PHOTOGRAPHY: Matias Boucard
- STYLIST: Toni Blaze
- CHOREOGRAPHER: Ian Eastwood
EDITOR: Sam Ostrove
- ASSISTANT EDITOR: Doug Scott
- PRODUCER: Liz Lydecker
- EP: Carr Schilling
POST VFX: Blacksmith
- VFX SUPERVISOR/LEAD COMPOSITOR: Daniel Morris
- EP: Charlotte Arnold
- COLOR: Blacksmith
- COLORIST: Mikey Pehanich
DIGITAL PRODUCTION COMPANY: Resn
- GENERAL MANAGER: Jonathan Hawke
- SENIOR PRODUCER: Hannah Titheridge
- TECHNICAL DIRECTOR: Nick Hughes
- CREATIVE TECHNICAL DIRECTOR: Matt Halford
- CREATIVE DIRECTOR: Dan Mercer
- TECHNICAL LEAD: Mike Bodge
- AUDIO ENGINEER: Sam Costello
SOCIAL PRODUCTION COMPANY: BBDO Studios
- POST PRODUCER: Allie Kolb
- EDITOR: Brad Go
- EDITOR: Mike Plunkett
- ASSISTANT EDITOR: Morgan Ammons
SOURCE: BACARDÍ
