Genius / Bacardí
”Do What Moves You” Campaign
BACARDÍ challenged consumers to “Do What Moves You” and to reignite the world’s fervor for movement. The campaign was centered around a “CONGA,” remake of Gloria Estefan’s classic hit song — this time featuring superstars Leslie Grace and Meek Mill.
A deep collaboration between our internal teams + BACARDÍ were essential for a seamless launch of this campaign.
Through a multi-platform Brand collaboration with Genius, BACARDÍ was able to tap into a multicultural audience to participate in their call to action.
“Do What Moves You.”
An announcement article featuring a Call to Action kicked off the campaign.
Partnerships with both internal + external influencers made the BACARDÍ campaign pop.
-
BACARDÍ x Janelle Ginestra
Genius partnered with Janelle Ginestra to create a new dance for “CONGA.” My role was to ensure Janelle was delivering videos that aligned with the client’s message + needs, as well as managing her deadlines and asset delivery. I also made sure her contract was developed, executed + paid out after obligation completion.
-
BACARDÍ x The CoSign Live
Partnered with Genius’ weekly Twitch show: “The CoSign Live” — a live weekly music reaction show. I made sure that the show had a loose script, the “CONGA” music video asset, BACARDÍ product to be featured within the segment + that the hosts (Jacques Morel, Michael Yi) completed the appropriate shoutouts for the client.
Video Content
Oversaw production of custom Genius Originals videos to support the campaign — managing scripts, brand assets, cross-team coordination, client feedback + on-time delivery in collaboration with our Video Producer.
VERIFIED: Leslie Grace | “CONGA”
Genius News: Reimagining “CONGA”