BACARDI
dubai
bacardi x
rugby 7S
For Bacardi’s sponsorship of the Rugby 7s event in Dubai, we were commissioned to develop the creative strategy and environmental design for their presence at the tournament. The goal was to create an immersive brand experience that would resonate with an energetic, international crowd, celebrating Bacardi’s heritage while driving engagement, social interaction, and memorable moments on site.
100K
visitors
touchpoints
10
mission. mission. mission.
THE
01
mission.
We anchored the concept in the spirit of unity, play, and celebration, values that align naturally with both rugby culture and Bacardi’s brand identity. Instead of a static activation, we envisioned a dynamic event ecosystem that invited participation at every turn:
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Interactive zones that encouraged discovery and connection
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Branded installations that served both as landmarks and social hubs
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Giveaways and activation moments designed to spark joy and shareability
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Point-of-sale elements seamlessly integrated into the space
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A video recap capturing the energy and essence of the experience
The environment was designed not just as a backdrop for a brand but as a hub of engagement that people wanted to explore, remember, and photograph.
THE
design.
02
x
Visually, we combined Bacardi’s bold heritage with the raw physicality of rugby and the vibrant energy of Dubai. The aesthetic was modern, athletic, and social, supporting both brand recognition and real-world interaction:
500+
sqm branded footprint, 1 cohesive brand world
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Tall sculptural elements and architectural installations that anchored the space
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Strong graphic motifs and patterns inspired by movement, rhythm, and competition
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A warm yet energetic color palette that felt both premium and celebratory
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Integrated wayfinding and branded touchpoints that guided guests through multiple activation moments
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On-brand merchandise and giveaways designed to extend the experience beyond the event
Every element was crafted to amplify the atmosphere of the tournament while making the Bacardi space feel like a destination rather than an afterthought.
x bacardi.
results.
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The Bacardi Rugby 7s activation successfully translated sponsorship into an experiential presence with real impact. The space became a vibrant hub within the event, driving footfall, social interaction, and brand recall:
THE
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High engagement across interactive zones
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Strong on-site recognition and memorability
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A video recap that distilled the experience for post-event content and amplification
The project demonstrated how strategic experience design can elevate a sponsorship into a living, breathing brand moment, one that resonates in person and continues to perform online.
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03
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bacardi
2024