The fun and inclusive campaign from BBDO New York features rum fans in first-ever remake of the global hit single
Following the 21st Annual Latin GRAMMY Awards last night, BACARDÍ
rum today announced it is challenging rum fans around the world to find their rhythm and do what moves them through song, dance, and the power of 'Conga' as part of its latest campaign, 'Conga Feat. You.'
Reimagining the song that catapulted Miami Sound Machine’s Emilio and Gloria Estefan to international stardom, BACARDÍ is calling on music and dance enthusiasts across the globe to join the world’s most awarded rum as they embark on the first-ever remake of 'Conga' feat. Meek Mill, Leslie Grace, produced by Boi-1da, reintroducing the Latin Pop track to a modern audience.
The remake is an exciting collaboration between three-time Latin GRAMMY Awards nominee, 2020 Latin GRAMMY Awards performer and upcoming 'In The Heights' star Leslie Grace, GRAMMY-nominated musician and criminal justice reform advocate Meek Mill and GRAMMY Award-winning, Producer of the Year nominee Boi-1da. This cast of star-studded collaborators are inviting vocalists and dancers alike to embrace the 'sound of rum' by submitting their voice recording or video showcasing their dance moves for a chance to be featured in the official music video, debuting the week leading up to the biggest night in music in January 2021, the 2021 GRAMMYs.
“BACARDÍ is a brand that thrives off bringing people together, and given the current state of the world, we wanted to create an opportunity to connect them by joining BACARDÍ in resurrecting this global hit, blessed by Emilio and Gloria Estefan themselves,” said Ned Duggan, global senior vice president of BACARDÍ. “It’s an honour to work with passionate multicultural artists like Leslie Grace, Meek Mill and Boi-1da to unite people through music with an iconic song from the Estefan’s like ‘Conga,’ while also creating moments and experiences for people to share their true, authentic selves on a global stage.”
Following the momentum of the global 'Pass The Beat' campaign featuring Major Lazer and Anitta in 2019, BACARDÍ is thrilled to once again unify rum drinkers through song and dance. This year, people from all over the world will play a vital role, as BACARDÍ calls on fans to fuel their passions and add their creative flair to the 'Conga Feat. You' campaign. As a result, the final 'Conga' music video and track will be an official collaboration between esteemed artists and the people, reimagined by a new generation.
Kicking off on Instagram today and running through 13th December, fans will learn how-to submit content by tuning into @bacardiusa
’s Instagram channels. Each channel will link to a recording hub experience
where users can submit their vocals or moves, invite their friends, and enter for a once in a lifetime opportunity to collaborate with this group of talented artists. BACARDÍ has also enlisted an army of global influencers including 2020 Sports Illustrated Swimsuit Issue cover girl Jasmine Sanders, viral street-dance performer Lil Buck and singer, dancer and TV judge Alesha Dixon, to recruit 'Conga' enthusiasts near and far to join in on the fun.
How-to submit content is simple: Instagram users will swipe up from the brand or partner channel and open the recording hub experience. Next, users will be prompted to select either sing or dance for the 'Conga' track and aided by karaoke-style vocals as they record their take on the chorus, or dance along to easy-to-follow choreography with Ian Eastwood bursting with Latin Caribbean vibes. Then, once the vocals or moves are to their liking, users can submit their content, encourage others to join the 'Conga' revolution and do what moves you.
After the submission period has closed, producer Boi-1da and BACARDÍ will create a collective chorus for the track featuring each and every voice submission, to be featured in the final 'Conga' song and full-length interactive music video. Select users who submit their vocals and dance moves can expect to see and hear themselves in the official 'Conga' music video once it debuts globally in late January to kick off music’s biggest week, before the 2021 GRAMMYs air.
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