LONDON - Rum brand Bacardi is to launch its global multi-media 'Spirit of Bacardi' ad campaign.
The first ad, by agency Young & Rubicam, features the tagline ‘Island' and shows a group trying to escape from their ordinary lives to build their very own island.
It aims to draw on the brand's ‘Latin Spirit' positioning.
The campaign will also feature digital, cinema and print activity.
Digital elements include iPhone and iPod downloads as well as Facebook, Twitter and YouTube campaigns.
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