Bacardi puts a fresh spin on the concept of album jackets—plus, hats, hoodies and tees!—with a capsule collection that uses QR codes to promote new tunes from rising stars.
Long a player in music, the rum brand joined with BBDO New York, streetwear designer Nahmias and Grammy-winning producer Boi-1da to create the gender-neutral gear embedded with codes that unlock tracks created specifically for the project.
Wearers earn points toward concert tickets each time folks use their phones to sample the songs. Along with gaining exposure, the acts will share 100 percent of all profits from apparel sales.
This is Bacardi, so the attire—sold here, following a June runway tease at Paris Men's Fashion Week—rocks Caribbean flair, along with Nahmias' trademark West Coast vibe.
Click the images to enlarge and scroll through:
"Wearable Album" artists include Chicago-based funk-rapper Ric Wilson, London MC BenjiFlow, and R&B singer-songwriter K.ZIA from Berlin. Tunes crafted with Boi-1da will drop in coming weeks. For now, the campaign's Spotify playlist features selections designed to give listeners a preview of what's to come.
Prices range from $1,000 (the jacket) to $225 (the hat). That's a steep ask. Why would folks shell out such coin?
"The price points themselves are a reflection of the vision behind Doni Nahmias' work and high-quality materials used with every piece and garment in the capsule collection," Laila Mignoni, Bacardi's global head of brand marketing communications, tells Muse. "Our hope is consumers see this as an opportunity not only to purchase something truly unique, but also something that will give back by supporting the future of the rising artists participating in the program."
"Wearable Album" marks the latest evolution of the Bacardi's "Music Liberates Music" program supporting new talent, and it amplifies the "What Moves You" ethos informing most of the brand's campaigns.
Last year, Bacardi and Boi-1da spotlighted female producers Bambii, Denise De'ion and PERFXN to raise awareness around gender disparity in the music business. In 2020, the brand remixed Miami Sound Machine's "Conga," with fans from around the world performing the track in homemade music videos.
Shameless plug: For Muse by Clio's coverage of classic record jackets, check out our Art of the Album series.
BACARDÍ John Burke - Chief Marketing Officer Ned Duggan - Global SVP Marketing Laila Mignoni - Global Head of Brand Marketing Erica Son - Senior Global Brand Manager, Digital Erika Lam - Director, Brand PR
AGENCY: BBDO NY David Lubars: Chairman, Worldwide Chief Creative Officer Alex Booker: Executive Creative Director Phil Sicklinger: Executive Creative Director Taylor Marsh: VP, Creative Director Jackson Harper: VP, Creative Director Gia Sarkis: Art Director Jack Mastrototaro: Art Director Mia Potter: Copywriter Aaron Marshall: Copywriter Dina Zolan: Sr. Designer Mikaal Hurry: Project Management Director Zach Kula: Group Planning Director Raheal Aragawi: Planning Director Steven Panariello: Managing Director Meghan Wood: VP, Account Director Rafael Rautha: Social Director Amelia Giebel: Account Manager Griselda Sanchez: Social Manager Alex Gianni: EVP, Director of Content Production James Young: EVP, Head of Digital Production Jessica Coccaro: Group Executive Producer Alex Hilliard: Producer Julia Millison: Senior Music Producer Katie Theobolds: Music Producer Kathy Bannon: Business Affairs Manager Charmaine Dixon-Russell: Client Budget Manager
PR AGENCY: H&S COMMUNICATIONS Elizabeth Harrison, CEO & Principal Veronica Rodriguez, Chief Brand Officer Jessica Chong: Vice President, Brand Engagement Luis Braga: Senior Director, Lifestyle & Brand Engagement Rhea Kumar: Director, Brand Engagement Nicolle Dudek: Senior Account Supervisor Sydney Mishkin: Senior Account Executive Hannah Clary: Account & Influencer Marketing Executive Caroline Sink: Assistant Account Executive Madison Cassidy: Assistant Account Executive Bella Gollomp: Marketing Coordinator
PRODUCTION: BBDO Studios Jordan Wozy: Director Kelly Matousek: Director, BBDO Studios Jonathan Hsu: Executive Producer Danny Pollack: Producer Scott Siracusano: Director of Photography Ava Jones: Production Designer Santiago Hurtado: Stylist
EDITORIAL & FINISHING: BBDO Studios & Simian Design Jordan Wozy: Editor Logan Powaski: Producer Kyle Cogan: VFX Supervisor Douson Yuan: Sound Design & Mix
COLOR: COMPANY 3 Tyler Roth: Colorist Nadia Dabibi: Producer
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