Stocksy_comp_856497.jpg

new blood

An entry for the D&AD New Blood awards 2019 in response to a brief set by Bacardí. The challenge was to create a concept for an epic summer experience for the brand that inspires young people to express themselves freely through music, dance and art.

 
Screenshot 2019-04-06 at 23.12.17 copy.png

D&AD New Blood Awards Entry

An entry for the D&AD New Blood Awards 2019, in response to a brief set by Bacardí. The challenge was to create a concept for an epic summer experience for the brand (in 8 images and/or a short film) that inspires young people to express themselves freely through music, dance and art.

The solution to the brief is the integrated campaign, ‘Get Batty’. Aiming to associate Bacardí with the best moments of summer, Get Batty incorporates a unique festival experience with vivid digital interactive flooring, integrated with an augmented reality app. Using the app, unique flying bat characters can be viewed through the device camera, captured, and collected to unlock free Bacardí cocktails at supporting locations worldwide. Revealed and experienced at the event, the app can also be used anywhere in the world. The AR bats accumulate in bustling areas across the globe filled with music and dance, inspiring people to get together and #DoWhatMovesYou.

Bat vector illustrations created by Andi Irkz on commission for this project.