After the launch of the BACARDÍ summer anthem film featuring a custom, tropical remix of Major Lazer’s “Jump ft. Busy Signal,” people flocked to social media in an internet-wide music hunt for a full version of the film’s remixed song. Our objective was to keep fans engaged, and the brand top of mind, all summer long.

As a music-loving brand that is known for helping to create memorable moments, simply sending our target audience a digital download of the song wouldn’t be enough. So we created a set of custom limited-edition 12” zoetrope picture discs that were pressed and shipped as a surprise gift to every fan that commented positively, allowing them to enjoy the energy and warmth of the Caribbean long after summer was over.

After compiling all the positive responses across YouTube and social media, the brand reached out to each fan with a personalized message hinting at a limited-edition version of the song. After pressing and manufacture, the discs were shipped as a surprise gift to every fan who engaged with us. Included with each vinyl was a letter and CTA to share the fan’s moves with #DoWhatMovesYou

Created as a vibrant, tropical digital collage, each bespoke vinyl contained 300+ images, text, and graphic elements pulled directly from the film and brand aesthetic. As the song played, the elements of three different design languages blurred together to form a zoetrope optical illusion and created a miniature music video.

The development and design process consisted of weeks of R&D and 40 different trial and error iterations until the correct number and angle of frames created a zoetrope effect when played at 45RPM and all the elements moved in sync with the music.

Although music licensing only allowed for 50 limited-edition records to be pressed, it made our surprise gift even more special for the fans who managed to get their hands on one. Those that did were quick to post about it on social driving additional traffic to the original TV spot, helping the brand to earn over 1.2MM views on YouTube and helping the campaign hashtag (#DoWhatMovesYou) reach over 26k posts. Through the power of music and design, we were not only able to get fans talking, we got them moving, too.