Bacardi Liberates a Caribbean Town from the Shackles of Instagram's Boomerang

Break free for the summer

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Summer’s in the air, and with it, cold drinks, filmy cotton and tanned limbs. Just in time, for client Bacardi, BBDO New York gives us “Break Free,” a wild take on Instagram’s Boomerang feature.

Boomerang lets you create super-short videos that do exactly what they sound like. They’re GIF-like, looped scenes that, while fun to watch, sometimes ring like a metaphor for life—every day lived in an endless loop.

“Break Free” brings us to a small Caribbean town where people don’t just live on loop; they move on loop, and they’re itching to break free.

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