WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN
SINGLE (2025)
WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN (SINGLE)
JPG
JPG
JPEG
MP4
2m:12s
Sugarcane Vinyl - BACARDÍ
BACARDÍ Rum
Shortlist
| Title: | Sugarcane Vinyl |
|---|---|
| Brand: | BACARDÍ |
| Product/Service: | BACARDÍ Rum |
| Client: | BACARDÍ |
| Agency: | BBDO New York |
| Production Company: | Canada Los Angeles |
| Editing Company: | Cabin Editing Company |
| Sound Company: | Wave Studios New York |
| Creative Director: | Alex Booker : EVP, Executive Creative Director |
| Release Date: | 2024-07-22 |
| Individual Credits: | Andrea Sarcullo: VP Creative Director |
| Individual Credits: | Mietta McFarlane: VP Creative Director |
| Individual Credits: | Sabrina Ghantous : Associate Creative Director |
| Individual Credits: | Georgia Murphy : Associate Creative Director |
| Individual Credits: | Daniel Arrango: Creative Director |
| Individual Credits: | Arthur Amorim: Creative Director |
| Individual Credits: | Victor Cortes : Art Director |
| Individual Credits: | Nia Rodriguez : Copywriter |
| Individual Credits: | Katherine Peters: Copywriter |
| Individual Credits: | Cata Baumgart: Art Director |
| Individual Credits: | Mikaal Hurry: Project Management Director |
| Individual Credits: | Zach Kula: Group Planning Director |
| Individual Credits: | Raheal Aragawi: Planning Director |
| Individual Credits: | Natalie Burden: Planner |
| Individual Credits: | Steven Panariello : Managing Director |
| Individual Credits: | Meghan Wood : SVP, Account Director |
| Individual Credits: | Rebecca Golden : Account Manager |
| Individual Credits: | Raquel Devariel : Account Manager |
| Individual Credits: | Griselda Sanchez: Senior Social Manager |
| Individual Credits: | Alex Gianni : EVP, Director of Content Production |
| Earth Prize: | 98948 |
| Notes for Judging: | BACARDÍ, on a mission to be plastic-free by 2030, saw an opportunity to transform vinyl production. Partnering with global pop star Camila Cabello, we developed Sugarcane Vinyl, an industry-first alternative to toxic PVC records. Made from 75% raw sugarcane and 25% biopolymers, this eco-friendly solution retains traditional sound quality while eliminating harmful chemicals. Launched with Camila Cabello at the VMAs, Sugarcane Vinyl is not just a record—it’s a movement proving sustainability can enhance, not compromise, entertainment. The campaign exceeded every objective—driving awareness, cultural impact, and brand love. It earned over 1.6 billion media impressions across 600+ global outlets including Rolling Stone, Forbes, and Billboard, positioning BACARDÍ as a leader in sustainable innovation. The limited-edition sugarcane vinyl sold out instantly, with demand from fans, DJs, and artists sparking conversations about eco-friendly music production. More importantly, major artists like Billie Eilish, Coldplay, and Ed Sheeran have since explored sustainable alternatives, validating industry-wide adoption. On social, engagement surged with a 4.7x increase in positive sentiment around Bacardi’s sustainability efforts. The campaign also drove a 12% lift in brand consideration among Gen Z consumers and contributed to Bacardi’s long-term commitment to eliminate all plastic by 2030. Internally, the success has accelerated sustainability R&D across other product lines. Most importantly, it proved that commerce and conscience can co-exist—changing how fans and the industry think about music formats, and reinforcing Bacardi’s place at the intersection of culture, innovation, and environmental responsibility. |
| Additional Credits: | BBDO Kathleen Cruz: Social Account Executive James Young : EVP, Head of Digital Production Jessica Coccaro : SVP, Group Executive Producer Lizzy Lehn : Producer Marcelo Hanta-Davis: Interactive Producer Kathy Bannon : Business Affairs Manager Charmaine Dixon-Russell: Client Budget Manager PR AGENCY: NIKE COMMUNICATIONS Abby Vineyard O’Melia: Executive Vice President Ross Matsubara: Senior Vice President Erin Jaffe: Vice President Ebru Kir: Senior Director of Influencer Marketing Michael Papirmeister: Account Supervisor Jasper Chiu: Influencer Marketing Associate Kennedy Cox: Senior Account Executive Christian McRae Montgomery: Account Executive Diana Gomez: Account Executive PRODUCTION : CANADA Nicolas Mendez : Director Marcell Rev : Director of Photography Charlotte Woodhead : Executive Producer John Moran : Head of Production Ben Roberts : Line Producer La Horde: Choreography Box Management : Dance Casting Director Nathan Matthews : Production Designer Patrik Milani : Costume Designer PRODUCTION SERVICE COMPANY : 24/7 Javiera Torres : Executive Producer Max Cruz : Producer Jordi Molla : Production Ambassador EDITORIAL : CABIN Carlos Font Clos : Editor Briana Shields : Assistant Editor Hope DuHaime : Executive Producer Lisa Barnable : Head of Production Marianna Terenzio : Senior Producer COLOR: COMPANY 3 Tom Poole : Chief Creative Officer/Supervising Colorist Dustin Wadworth : Colorist Ashley McKim : SVP, Advertising Services Kevin Breheny : Head of Production Cassidy Conway : Producer POST PRODUCTION: PREYMAKER Angus Kneale : Creative Verity Grantham : Production Melanie Wickham : Production Clairellen Wallin : Production Mike Pullan : Production Ruben Vandebroek : Creative Jamie Scott : Creative Rune Maansson : Creative Julian Fitzpatrick : Creative Hassan Taimur : Creative SOUND: WAVE STUDIOS Aaron Reynolds : Sound Designer & Audio Engineer Vicky Ferraro : Executive Producer MUSIC SUPERVISION AND TALENT: MTW AGENCY Jazmine Rodriguez : Account Director Matt Ferrigno : Co-Founder MUSIC : CAMILA CABELLO Camila Cabello: Artist |