BACARDÍ X Lonely Whale

#TheFutureDoesntSuck Initiative

We partnered with Superhero Cheesecake, Bacardi and The Lonely Whale to help protect our oceans. By collecting plastic straws and upcycling them into vinyls were working to turn something that sucks into something that slaps!

Agency

BBDO

Brand

Bacardi

Production/Client

Superhero Cheesecake

RUMS

BACARDÍ and Lonely Whale are transforming used plastic straws into limited-edition vinyl – turning something that sucks into something that slaps. With the purchase of this one-of-a-kind record, you will prevent 600 single-use plastic straws from polluting our water and further fund initiatives to keep our oceans clean.

3D design for AR

Crafting an experience to be enjoyed anywhere

The goal of this campaign is to illustrate the initiative that Bacardi and Lonely Whale have started. After scanning a QR code found on coasters, the viewer can access the content that we designed. The animated models were created with AR in mind, so they would be adaptable and easily rendered by any mobile device, allowing for a fluid and effortless experience.

This means technical restrictions and precise design choices regarding textures and animations, and collaboration with the app developers was essential. The content had to be eye-catching, and the message conveyed as clearly as possible, so we created fun transitions and animations that would entertain the viewer and get the message of the campaign across.

The widespread use and ready availability of AR apps make for a powerful tool and our tailored design expertise a useful tool to have in our bags.

“With the purchase of this one-of-a-kind record, you will prevent 600 single-use plastic straws from polluting our water and further fund initiatives to keep our oceans clean.”

Underwater world

Big message, low poly count.

The underwater world for this campaign was designed to let the powerful message shine. A happy crab and schools of fish swim about in the colorful shallows, that immediately go dark, polluted by the plastic trash thrown away by humans. With the help of everyone participating in the campaign though, the harmful plastic straws are blown out of the water in a swirl, and become an LP full of banging tunes.

We designed a simple, low-poly environment to give a sense of immediate reading to the message,  no unnecessary decorations needed. The lighting and atmospheric fog in the underwater shot surely absorbed a lot of our time, as they were fundamental is setting the mood for the whole environment.

After that, it was time to pollute the scene. A multitude of plastic straws descend from above, only to get promptly swept away over the surface in a dynamic swirl. This special effect is the very embodiment of the message of the whole campaign, so we gave its timing and look a fair bit of thought and care.

Craft

The MVP’s

CREATIVE PRODUCER

Hert Zollner

ART DIRECTOR

Patrick Blankenzee

TECHNICAL DIRECTOR

Roy Nieterau

Modeling

Patrick Blankenzee

Fokke Mars

Melroy Smid

Stijn Konijn

Rogier Sikkema

RIGGING

Roy Nieterau

LookDev

Patrick Blankenzee

Fokke Mars

Melroy Smid

Stijn Konijn

Tom Hankins

ANIMATION

Danny Vos

Rogier Sikkema

TECHNICAL ANIMATION & SIMULATION

Sander Bultman

Andrea Parisella

LIGHTING, RENDERING & COMPOSITING

Patrick Blankenzee

Melroy Smid