One of my first (and still one of my favorite) brand launches was the year that Bacardi won the rights back from Cuba to Havana Club. This program was very important to Bacardi for deep, meaningful reasons. Havana Club represented the heyday of 1940’s, pre-Castro, America’s playground Cuba, where Bacardi was before fleeing to Puerto Rico and starting anew. All of these things were taken into consideration when representing the brand tone for the launch campaign and promotional materials. 

This campaign ran in Miami shortly after the rights were freed up and were accompanied by a oversized billboard facing Cuba, stating “Cuba Libre!” Everything produced was inspired both by the beautiful art deco bottle as well as the time period, while maintaining the sultry, modern, sexy side of Bacardi. 

Photography was all shot negative film in Paris with Steven Lyon