The Barbarian Group
Bacardi had a platform tagline called “Untameable since 1863”, but could neither articulate what it meant nor how it applied to modern culture. Our job was to help them define it through a digital campaign during the World Cup. And we decided the best way to do that was through the fans.
Our idea was to find the most "untamable" soccer fanatics in the world by asking them to sacrifice their most prized possessions in exchange for free tickets to World Cup. Those who won ended up donating their stuff to a charity, and then spent the greatest weekend of their lives in Brazil.