GENIUS
BACARDÍ “CONGA”
“Do What Moves You”
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 — this time featuring superstars Leslie Grace and Meek Mill.
A deep collaboration between our internal teams and 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 and external influencers made the BACARDÍ campaign pop.
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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 and needs, as well as managing her deadlines and asset delivery. I also made sure her contract was developed, executed and paid out after obligation completion.
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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 and that the hosts (Jacques Morel, Michael Yi) completed the appropriate shoutouts for the client.
VIDEO CONTENT
Additional video content was produced to supplement the campaign. Custom videos were created from Genius’ Original Series, requiring that I stay on top of campaign deadlines, milestones, deliverables, scripts, Brand and video assets, client feedback and final video launches.
VERIFIED: Leslie Grace | “CONGA”
Genius News: Reimagining “CONGA”