Stage two of my creative journey for the Bacardi #dowhatmovesyou brief was the research stage. This was a huge part of the whole development of my idea as it involved a lot of background research into Bacardi as a brand, their culture, what they stood for and also a lot of a3 sheets with scribbles.
I began by giving myself a look into the brand, through a couple of videos on youtube which involved a tour of the distillery in cuba itself. From this I withdrew a few elements which I could use to build on my idea.
Spanish Colony / Sitges in Spain
Pride and Passion
Aguardiente otherwise known as fiery water
Fruit bats = good fortune and belonging
Bacardi warehouses is the place for the distilling
I took from these findings things such as the barrels, the aguardiente which simply means fire water. A simple yet unique way of describing their mixable nature. Other elements which i took forward was the havana theme which goes back to the roots of Bacardi, something which appealed to me.
I printed out the bacardi brand guidlines, which involves their brand values and things they pride themselves over. Having these up on the wall next to my working space (desk) aloud me to always refer back when working on the brief to ensure i was on brand and being consistent.
I also went and did some in depth research on the competition out there already in terms of festival summer activations. Below you can see the layout of what is out there, the different festivals and the trends in which I spotted. A lot of the existing activations were very narrow minded involving one genre of music. In my opinion being a underground dance music fan i think companies and brands dont take the risk of mixing genres because of the risks involved with the fans. There is a substantial amount of conflict amongst dance music genres.
I then after researching about brand and existing festival activations decided to explore the various problems vs insights via a large a3 sheet. This is a method I have used throughout a lot of my work as it allows me to get my thoughts from my head down onto paper. Which then allows me to link a problem with an insight, adding substance to my concept.
Another huge part of my research stage was my actual workspace. I am a sticking on wall person which again allows me to explore various approaches away from the laptop.