Bacardí launches AR filter to help maintain social distancing

Whilst lockdown restrictions ease and people therefore begin to meet up more outside, BACARDÍ and AMV BBDO want to mark this moment, by helping the nation navigate the social distancing measures still in place, whilst enjoying themselves.

#SociableDistancing

So, the new #SociableDistancing Snapchat lens uses augmented reality. For instance, by showcasing the distance between users’ smartphones and their friends while enjoying cocktails at their local bar or restaurant. In addition, working with the bar community of England and influencers to raise awareness. Above all, the innovation will allow individuals to continue to express themselves through, for example, dance and movement, all whilst social distancing.

After that, once activated, as users approach the 1-meter distance, the Snapchat lens responds showing how much further they need to stand back to meet the guidelines. For instance, when the distance is met, they will be given a green ‘thumbs up. In addition, they will be transported to a Caribbean island celebration, with for instance sunglasses, palm trees, and the official BACARDÍ rum anthem, the Sound of Rum! 

A few words of BACARDÍ and AMV BBDO

“At AMV we build social ideas that are relevant to audiences – backed up by data insight from Google trends, so working in collaboration with Bacardi on this felt right for their brand, audience and the current cultural climate.” 

Ian Whittle – innovation Officer amv bbdo

“July 4th is the true re-launch of the summer in England, and therefore we want to support both bartenders and consumers the best we can. Similarly, we know that people have a special bond with their local bars and restaurants. Therefore, ensuring they can return to celebrate in style is something we feel passionately about. The UK bar scene has suffered a great deal during the pandemic. Above all, we are so pleased to see our bartenders back behind the bar – while maintaining social distance of course.”

fabio ruffet – brand director bacardi europe

In addition, the lens will be available from 4th July. Therefore, get snapping with a cocktail in your hand. In conclusion, whether you are enjoying a Mojito or a Piña Colada in the sun, Do What Moves You at a distance with BACARDÍ on Snapchat!

Project:Sociable Distancing Snap
Client name & job title:Fabio Ruffet – Global Brand Director
Sara Quinn – Global Brand Manager
Jamie Posner – Global PR Director
Heather Doughty – Global PR Manager
Creative Agency:AMV BBDO
Creative Director:Matt Swinburne & Polina Zabrodskaya
Copywriter:Ricardo Porto
Art Director:Victor Bustani
Agency Planner:Suzy Barker & Marina Glavan
Agency Account Team:Anna Covell & Leo Town
Agency Producer:Ian Whittle
Media Agency:OMD
Media Planner:Jack Raglan
Production Company:arfected
PR AgencyOgilvy PR
Credits