This weekend saw what was undoubtedly the most brilliant experiential activation by an alcohol brand in a long time. Bacardi invited 1,862 guests (influencers, celebrities, journalists, fans) including myself to the Bermuda Triangle (specifically the 5-star Waldorf Astoria El Conquistador Resort in Puerto Rico) for the experience of a life time. Three private jets, three global artists (Ellie Goulding, Calvin Harris and Kendrick Lamar) and three capital cities united on the island for the three day event – a perfect triangle on so many cultural levels.

I’ve worked and been a part of so many massive FMCG brand activations, but this was so flawlessly executed (I mean, of course there were small logistical hiccups) but what Bacardi achieved was unparallelled. There are various photos in addition to the above on my Instagram and you should read the performance reviews by MuuMuse/Bradley Stern here.

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Each of them has a 90-second look book film that go live weekly from 5 November. The track featured in Azealia’s teaser below is Romaine by Luvian. Campaign photographer and director still TBC.

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