Bacardi Dance Chain

The task was to create an epic summer movement and incorporate Bacardi's #DoWhatMovesYou direction using events and activations, and to also include influencers. The background of this campaign is based on young adults' fear of missing out and want to be a part of something bigger. The key message of this campaign is that 'Everyone is a dancer, no matter how they dance". Bacardi Dance Chain is an online challenge where participants need to invite their friends into their dance chain in order to create the longest chain, which at the end of challenge will be rewarded with a VIP pass to the Bacardi House Party. The chain dies if the person challenged refuse to participate, which will further encourage them to dance and join the challenge.