We wanted to make a campaign that only came alive at night. So, we made an innovative out of home experience that would allow people to engage and share the brand by becoming the night. Partnering with wall painting experts we developed a specially formulated retro-reflective ink that reveals our bat when photographed, at night with a flash. During the day this is just a regular hand painted mural but at night the wall invites people to stand in front of it and take a flash photo to see themselves transformed into the Bacardí bat. Using #WEARETHENIGHT, people then posted their Bacardí bat selfies and the brand made its way into their friends’ feeds, but only at night time.

We made an innovative out of home that only came alive at night. By teaming up with formulation specialists, we created a specially-formulated retroreflective paint for this execution. The Bacardí bat logo was invisible during the day, and was only visible at night through flash photography. We hand-painted the walls in cities across the globe, ranging from Miami to Amsterdam. The BACARDí Flash wall invited people to take photos in front of the wall and share to their social media.

Each OOH was amplified via social shares and each wall generated thousands of posts from each city over the span of 3 months. This was the most successful user generated content campaign that the brand has ever done in a global scale. People’s social media feeds were flooded with photos of the Flash Wall, but only at night.