Bacardi Bula Boot Soundsystem
Back in 2013 our agency was tasked with helping Bacardi establish a presence in the informal tavern market of the South African townships. After researching the environment it was clear that the real challenge was to create a true brand experience in a space with limited infrastructure.
Informal taverns or shebeens mainly sell liquor. The real party usually happens in the parking lot where music is pumped through the bass bins of patrons’ cars.
As a result I conceptualised and designed a mobile party unit called the Groova to overcome the lack of infrastructure and deliver a true Bacardi experience.
Inspired by the Jamaican sound systems and the Bula Boot township culture, the Groova is able to initiate impromptu parties in townships and informal settlements.
I conceptualised and directed the project, overseeing the build with a team of structural engineers from start to finish. To have the side and roof of the vehicle open simultaneously was quite the feat and not something we’ve seen done before.
The design of the units ensured extra talk-ability whenever they appeared at events and festivals.
Outcome
Bacardi had one up on their competitors where they were able to throw instant parties to crowds of 500+ people featuring a stage, DJs, dancers and bar service… anywhere.
