Bacardi 'sunset' by Rainey Kelly Campbell Roalfe/Y&R

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Bacardi has unveiled a new £70m global advertising campaign, created by Rainey Kelly Campbell Roalfe/Y&R. The launch of the "You in?" campaign marks a major change in Bacardi's global approach and invites consumers to join in with the brand's "free-spirited attitude to life". In "sunset", set to Primal Scream's 'Moving on Up', a group of friends climb up successive floors to stay in the sunlight as they drink Bacardi. The second spot is called "salmon", featuring men dressed up as salmon running a marathon.

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Released: 25 July 2006

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Credits

Project name
"sunset"/"salmon"
Client
Stella David, president & chief executive, Bacardi Global Brands
Brief
To move the brand away from its beach and party positioning, to embrace a more free-spirited attitude Creative agency
Rainey Kelly Campbell Roalfe/Y&R
Writers
Jules Chalkley, Nick Simons ("sunset"), Ted Heath("salmon")
Art Director
Jules Chalkley, Nick Simons ("sunset"), Paul Angus ("salmon")
Planner
Alison Hoad and Maria McHugh, Y&R New York
Media agency
Universal McCann      
Director
Jim Jenkins
Producer
Ralph Laucella
Production company
Hungryman
Editor and editing company
Chris Franklin Big Sky Edit
Post-production company
The Mill
Audio post-production
Wave London
Exposure
All media worldwide

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