Bacardi Rum. Serve Chilled.

The first campaign I created for Bacardi with Martyn Smith was an attempt to shrug off Bacardi's beach holiday image and bring the brand up to date and make it more relevant and masculine. The campaign featured DJ Ray (played by Jeff Kober) a cool Bacardi drinking expat who ran Reef Radio, a small island radio station somewhere in the Latin Caribbean. The campaign ran for 3 years in the UK and English speaking markets around the world and helped pave the way for the Latin Quarter campaign.

Art DirectionCopywriting

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