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Bacardi is taking a new creative direction with its largest-ever integrated campaign, which is themed around self-expression.

It launches in the UK this month with digital out-of-home ads placed in key cities and university campuses to reach the 18-25 age group. Bacardi is also teaming up with Spotify to make customised playlists this summer and collaborating with musicians such as Bugzy Malone, Stefflon Don and Giggs for videos representing the "sound of rum." Each artist will host a Casa Bacardi live show in their home cities of Manchester, Birmingham and London, followed by additional gigs by more artists during the autumn and early 2019. Later this year the brand will also advertise on TV for the first time since 2015. The campaign was created by Greg Farringdon and Julia Merino at Abbott Mead Vickers BBDO.