Bacardi Leaving / Luke White

Bacardi Leaving from Luke White on Vimeo.

The first campaign I [Luke White] created for Bacardi with Martyn Smith was an attempt to bring Bacardi up to date and make it more relevant and masculine. The campaign featured DJ Ray (played by Jeff Kober) a cool Bacardi drinking expat who ran Reef Radio, a small island radio station somewhere in the Latin Caribbean. The first two ads were shot in Bahia in Brazil by Gerard de Thame and involved taking over a whole town for two weeks, which was very cool. The third as Leaving was shot by Andy Morahan in Mexico and again was an amazing experience. The campaign ran for 3 years in the UK and English speaking markets around the world and helped pave the way for the Latin Quarter campaign — via Behance