The Future Doesn’t Suck

How they made it

Timeline of the creative process

Inspiration: We set out to turn all that plastic into something fun while simultaneously rallying consumers to join the cause

Workflow: There were weeks of prototyping and manufacturing exploration done early in the process in order to get to a final record design.

Results: The key is understanding how each discipline of our team can help benefit the creative idea.

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Tips from the Team

“Only present work to clients that you definitely 100% really want to make. It may seem like a given, but 5 rounds in and it can be easily forgotten.” - Sho Matsuzaki, Senior Art Director, BBDO New York

“Aim to create work with its own PR baked in. Sure, every idea needs to be smart and polished, but it also needs to grab headlines to prove to your clients it was worthwhile.” - Taylor Marsh, Creative Director, BBDO New York

See the full team

Inspiration

What if we turned all these used straws into new records?

What was your inspiration?

Since 2018, BACARDI and non-profit Lonely Whale have been partners in the movement against single-use plastic in order to positively impact the health of our world’s oceans.

So when the two announced their plan to remove 1 billion plastic straws globally by 2020, we set out to turn all that plastic into something fun while simultaneously rallying consumers to join the cause.

Music being a huge passion point for both the brand and our consumers, it only felt right that we attempt to turn something that sucks into something that slaps:

“What if we turned all these used straws into new records?”

“Can we do that?”

“Only one way to find out…”

How did you approach this challenge?

Like any creative challenge, our team first looks for a cultural tension or behavioral insight and then brainstorms ways to take it on in an unexpected, press-worthy and fresh way.

And especially for the BACARDI brand, we try to hero our consumers and make them feel like the “stars” of every experience.

In this case, we asked consumers to donate their own “last straw” in bars and music venues to become part of the effort, versus just manufacturing the vinyl records on our own.

Workflow

Vinyl record pressing in some form or another has been around since the 1930s, but making records out of used plastic straws had never been attempted before.

How does your team work across capabilities and disciplines?

The key is understanding how each discipline of our team can help benefit the creative idea. We work closely together from the very start, often all briefing in together, allowing us to identify, delegate, and solve from ideation, throughout presentation and production.

For example, our teams work closely with our strategists and comms planners to effectively solve what communication lives where, which then informs production/producers timelines and amount of deliverables, which informs and influences budgets, which helps account. We then work together each step of the way to ensure the outcome is the strongest way to bring that idea to life, on time and in budget.

Was there anything out-of-the-box about your approach for this project?

Vinyl record pressing in some form or another has been around since the 1930s, but making records out of used plastic straws had never been attempted before.

So there were weeks of prototyping and manufacturing exploration done early in the process in order to get to a final record design that not only looked cool and sounded good, but was also substantial enough for people to feel like they were preventing a large amount of plastic from polluting the ocean.

How do you digitally manage your projects?

BACARDI is known for being an innovative, tech-savvy brand so the majority of our work is managed digitally. We use online collaboration tools and video chat services. It’s a great resource that gives us agility and visibility from all disciplines for collaborating both in person and remotely.

We can add comments in real time and tag/delegate each task to the individual responsible. Creating digital hubs for access to file sharing helps with reviewing edits, sharing assets, and archiving. Using tools like this gives us the ability to be able to work in real time, which then allows us to be quicker and more reactive and engage with our audiences at an organic pace.

How is the pandemic and remote working impacting your team?

We’re leaning more on online collaborative tools. They provide visibility and have been great for quick and efficient communication and hosting all our conference calls in one place.

Video chats are a great way to get some much needed face time. Useful features like screen-sharing eliminate downloading minutes to review larger assets, etc.

The chat allows us to quickly align before looping in the larger team, reducing email overload. We’ve tried to make this as smooth as possible by using new tools, finding intuitive ways to communicate, and creating similar in-office workflows that promote collaboration, even when physically apart.

Results

Collaboration is key. Find good partners and trust their expertise.

Any advice for creative teams looking to make great digital work?

Collaboration is key. Find good partners and trust their expertise.

Don’t be overly precious. It’s okay to try and fail in order to get to something great. (Especially if it’s never been done before.)

Hero your consumer. Give them a strong role and let them take ownership of the idea. It will not only make them more engaged, but more inclined to share.

It also doesn’t hurt to do a little good for the planet now and again, too 🙂

What does being named "best of the Internet" mean to you?

Being recognized by The Webbys is an especially high honor for our team. It is one of the few global creative showcases that recognizes work in all facets of culture and creative thinking, not just advertising. The fact that your work is judged by everyday people, as well as recognized by some of the smartest minds on the Internet, is especially gratifying. Plus, it’s pretty cool to get to hold the same trophy as David Letterman or Greta Thunberg.