Camila Cabello, the Havana-born singer–songwriter, is the new face of Bacardí, under its Do What Moves You platform.
The new campaign spot sees Cabello dancing to the tune of her song ‘I Luv It’, the first single from her fourth album, C, XOXO, releasing this summer. The spot has the ingenious concept of soundwaves taking physical form and moving through spaces.
‘I’m beyond excited to be partnering with Bacardí. I’ve always thought of Bacardí as the quintessential rum brand,’ said Cabello. ‘To me, Bacardí is synonymous with the spirit of the Caribbean and, of course, good cocktails and a great party. The campaign we worked on is unlike any project I’ve done before. I can’t wait for fans to experience it.’
The creative was directed by Nicolás Méndez, co-founder of creative production company Canada, developed in partnership with BBDO New York. Marine Brutti, Jonathan Debrouwer and Arthur Hare of (LA)Horde choreographed, while Jared Ellner styled, Ash K. Holm did the make-up, Dimitris Giannetos the hair, and Tom Bachick the nails.
A complementary drink, the I Luv It punch, has been co-created by Cabello, and features Bacardí Carta Blanca with, inter alia, passionfruit, lime, coconut water and St Germain.
Roberto Ramirez Laverde, global senior vice-president of Bacardí Rum, said, ‘The Bacardí team is thrilled to partner with one of the biggest stars of today for our newest campaign. Our shared Caribbean heritage and love of music are the driving forces behind this multifaceted global collaboration. Camila Cabello’s electrifying energy matches perfectly with our brand DNA, which has always championed individuality and doing what moves you. This campaign is only the start—we can’t wait for the world to see just how she embodies the spirit of Bacardí.’
The campaign breaks through broadcast channels, as well as social and online video, and is supported by billboards and stills.
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