Bacardi Leverages its Heritage in Art and Music
“No Commission: The Bronx” brought a fun, engaging music and art festival from Art Basel 2015 to the Big Apple in a big way. Curated by music producer Kasseem “Swizz Beatz” Dean, the event combined artwork from The Dean Collection, music and Bacardi in a cultural experience that drew more than 7,000 people. Ninety-eight percent of the artwork was sold, with all sales going back to the artists, living up to the “No Commission” promise. Event reporting tracked more than 200 media clips for a total of 500 million-plus social impressions.
Leveraging its deep heritage in art and music, Bacardi converted an abandoned school bus depot into a 20,000-square-foot gallery that brought the brand to the forefront of the cultural conversation and allowed consumers to interact directly with artists—minus the middleman. Gallery walls and build-outs covered steam pipes and existing infrastructure to white out the space, which included a 5,000-square-foot area with three large video projections. The temperature-controlled venue included gallery lighting, sound systems, bars and a VIP area. An outdoor summer party featured food trucks, shaded areas, custom bars, a Ferris wheel and a stage for concerts by A$AP Rocky, Pusha T, Young Thug, Swizz Beatz and special guests DMX and Fabolous.
An integrated approach from pre-event planning, including media and influencer outreach, to during- and post-event coverage, powered the campaign and guided a “cultural reappraisal” of the Bacardi brand by W Magazine, Huffington Post and other media outlets. The rum cocktails were “fabolous,” too.