Bacardí launches AR filter to help maintain social distancing

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

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

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. Once the distance is met, they will be given a green ‘thumbs up’ and will be transported to a Caribbean island celebration with sunglasses, palm trees and the official BACARDÍ rum anthem, the Sound of Rum! 

“At AMV we build social ideas that are relevant to audiences – backed up by data insight from Google trends, 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 we want to support both bartenders and consumers the best we can. We know that people have a special bond with their local bars and restaurants and 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, and we are so pleased to see our bartenders back behind the bar – while maintaining social distance of course.”

fabio ruffet – brand director bacardi europe

The lens will be available from 4th July to get snapping with cocktail in hand. 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