Brand design
Bacardi sought to increase brand awareness amongst 18-29 year olds, drive everyday consumption occasions and reduce seasonality. This original and highly engaging concept has been copied but never matched.
The 1960s Southern Aurora train carried five bands to four cities for a music festival along the Eastern Seaboard of Australia. The concept was 100% owned by Bacardi, and loved by artists, the venues and most importantly the consumers. It was an incredible marketing campaign that spread across digital, TV, retail, experiential and radio.
Bands included; Groove Armada, La Roux, British India, Blue Juice, Van She, Art Vs Science, Lost Valentinos, Beardyman, Hoops, Sampology, Yves Klein Blue, Miami Horror, Cassette Kids, Faker, Pnau, Scribe, Bumblebeez and Bang Gang DJs.
Throughout its three year run, the campaign saw over 73,385 ticket requests, 20 gigs, 15 bands, 18 carriages and one hell of a ride!
Role: Creative Director