From collaborating with acclaimed actor Michael B. Jordan to launch BACARDĺ Premium Portfolio and first-ever Premium campaign to fully conceptualizing and executing an epic Halloween party called “Dress to be Free” hosted by Cardi B., H&S has been working with this iconic brand for over 20 years. Check our top Bacardí moments which also include an award-winning CSR campaign and a hit song.

The Angel’s Share with Michael B. Jordan

To launch the BACARDĺ Premium Portfolio and first-ever Premium campaign, H&S facilitated a partnership with actor and rum-lover Michael B. Jordan, enlisting the star to storyboard and co-direct an advertising spot called “The Angel’s Share,” a phrase that means the amount of liquid lost to evaporation during the spirit maturation process. H&S continued the partnership with the actor through awards season when Black Panther was nominated, culminating in a Mixology Lab event at NYC rum bar Las’ Lap, co-owned by Jordan, in advance of his birthday, which resulted in press coverage across all major media verticals.

BACARDĺ Dress to be Free Halloween Party with Cardi B 

As a brand synonymous with freedom of expression that is known for owning Halloween, H&S fully conceptualized and executed an epic Halloween party for BACARDĺ called “Dress to be Free” at House of Yes in Brooklyn, NY. To bring the “Dress to be Free” event concept to life, H&S enlisted unfiltered rapper and social media sensation Cardi B as the headlining performer, which took place the same week her breakout hit “Bodak Yellow” hit No. 1 on the Billboard charts. The BACARDĺ “Dress to be Free” Event was the hottest Halloween party in New York and the press took note.

BACARDĺ “Conga Feat. You” 

An over two-year project in the making, the global BACARDĺ “Conga Feat. You” campaign, track, and music video marks the first official remake of Miami Sound Machine’s 1980s hit song, “Conga” with actress and singer Leslie Grace, rapper Meek Mill, and GRAMMY-nominated producer Boi-1da. H&S was instrumental to kicking off the multi-phased campaign approach in press and through strategic talent and influencer partnerships, beginning with a global call for user-generated content for the final crowd-sourced music video, followed by the official track and music video debut in advance of the Super Bowl – which was televised in pre- and post-game programming, and lastly, in a custom dance-activated Snapchat Lens which unveiled more and more of the track as users interacted with the technology.  

BACARDĺ Straw Vinyl Program

In an effort to eliminate one billion single use plastics by the year 2020, BACARDĺ in partnership with nonprofit Lonely Whale, launched the Straw Vinyl program spinning recycled plastic straws collected in top BACARDĺ accounts across the country into a working vinyl record, which were made for sale exclusively on the Lonely Whale website with proceeds benefitting the nonprofit. H&S strategically helped launch the program at the Life is Beautiful music festival timed to World Cleanup Day, encouraging consumers to take #TheFutureDoesntSuckPledge and eliminate single-use plastics, followed by an announcement that the vinyl records were for sale on Giving Tuesday. As a result, BACARDĺ with H&S and BBDO took home the award for Best Environmental at the PR Week 2020 Purpose Awards.