Bacardi was looking for the epic summer moment that would use its strap line "Do What Moves You" to introduce its brand to young drinkers. Though a simple party would have been fun, we wanted an experience that would be powerful, associating Bacardi as a modern day brand looking to use its status to make change. "Do What Moves You" is more than an invitation to dance and party- it's an opportunity to act on your beliefs. But with the EU youth vote on the decline, not enough people are following that mantra. So we created a "Do What Moves You" music festival in three key cities across the EU in which the only way to attend is proof that you voted in the election. To top it off, the more youth who vote, the better the acts get, encouraging more people to get out and vote for what they believe in. So not only is Bacardi associated with a fun summer moment, they're setting the standard for brand activism by mobilizing the youth vote at an unprecedented level.
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