Ycn Bacardi

Over the past few months myself and fellow student Grace have been working in collaboration on a competition brief for Ycn. The brief itself was to drive visibility and awareness of Bacardi flavoured rums and leverage the creative theme of flirtation. The target consumer was 18-24 year old males who are fun, lighthearted and outgoing.

Initial ideas involved working with chat up lines to create innocent banter and changing cocktail recipes into flirting techniques.... for example 3/4 of eye contact.

In the end we came up with a typographic solution which played with humour in a way to appeal to our target audience. We took a typical boy meets girl scenario and added in all the ways males and females flirt with one another using body language. To make it even more cheekier and flirtatious we added an inuendo at the end where the audience has to question what the female is grabbing for... of course it's the Bacardi.

Initial Ideas

Researching into copywriters such as Sam Cartmell and visiting London agencies with our designs helped us to push our idea further. We also decided to work with neon to create the typography as this created a night time club/bar feel. Therefore we researched into neon artists such as Tracy Emin and Bruce Nauman.

Bruce Nauman

Tracy Emin

Our final designs have changed quite a lot from the initial stages and I am more than pleased with the outcome. Whether we win or lose I am happy to of worked on this brief to a finished stage and it will sit nicely in my portfolio.

Final designs