To inspire Bacardi drinkers during the Halloween season, we utilized the iconic Bacardi Bat to create a series of stunning graphic and animated pieces for out of home, social and film. This connected our brand to Halloween in a visually arresting way, and in doing so, we truly became apart of that night.

All of these executions revolved around the iconic Bacardi Bat, and every component in the designs were carefully thought out and inspired by different horror elements. Some utilized strange abstract creatures and textiles, others were glitchy or hypnotizing, and one even incorporated blood droplets to make up the bat.

Digitally the campaign reached 18 million users on Facebook and Instagram across the US, UK, Canada and Germany, serving a total of 25 million impressions. A Nielsen Brand Effect study was run for the Facebook and Instagram portion of the campaign, tracking users that were and were not exposed to the “We Are The Night” Halloween assets.. Those exposed to the campaign had a 12pt higher ad recall score than the control audience. 41% of viewers surveyed properly attributed Bacardi as the brand that uses “We Are The Night” messaging in their advertising. Those exposed to the campaign associated Bacardi with Halloween 3pts higher than the control group, this measure was higher than any of the competitor brands polled as well, showing that the campaign did indeed increase consumer association of Bacardi to Halloween.