Do What Keeps us Safe – Bacardi campaign

The world has been struggling with COVID-19 and for the occurrence, the Bacardi famous tagline “Do What Moves You” was changed to “Do What Keeps Us Safe” to remind everyone that celebrating is always enjoyable, but must be done cautiously by respecting all sanitary measures.

Bacardi Limited adopted the bat symbol considering that bats are natural friends of the rum industry as they pollinate the sugarcane crops and prey on insects that damage them. Bats are also seen as a source of good health, family unity, and good fortune throughout Latin culture.

With this in mind, we decided to wink at the origin of the COVID-19 pandemic as some researchers have said the virus originated in bats. Perfect campaign for COVID-19 awareness in public areas of public transportation, buses, subway, streetcar, and paratransit services of the TTC.

Be COVID-Cautious and celebrate accordingly!
Do what keeps us safe!

Campaign Creative Director – Jean-Francois Seguin
Art Director – Freja Claesson
Photography – Jean-Francois Seguin
Photography Management – Elodie Laurent
Copywriter – Anne Tudi
Post-Process – Peter Asbjorn