Bacardí Limón (pre-iPod)

In wanting to defy the stereotypes (half-naked sex pots, party scenes, dramatic product shots, strong silent men and so on) associated with most booze ads, and to avoid potential translation hazards, I created this wordless Bacardí Limón campaign for Denmark, the Netherlands, Portugal and Spain — two years before the arrival of iPod's famed doppelgänger. After Bacardí bought in, my portfolio was mailed to the agency of note, which several months later returned its manhandled contents without comment. Shortly thereafter 'iPod' appeared. Coincidence? Who knows. | ADDITIONAL BRANDED ELEMENTS: wheat pasted silhouettes, lemon stickers for límonizing competitive OOH, Dada 0:15s, drink recipe flip books, coasters, matches and table tents showcasing lemons in quirky, iconic ways as befit the brand's target demographic