Bacardí has teamed up with Brit Award-nominated singer-songwriter Joy Crookes for a campaign aimed at encouraging young people to return to the dancefloor
On 5 November, Crookes is hosting a one-off event at Jumbi, Peckham, in a move to “unite generations on one dancefloor, inspire people to express themselves freely and celebrate the joy of movement without inhibition”, said Bacardí.
Every guest is invited to bring a ‘Great’ as their plus one, whether that’s a grandparent, great aunt or family friend.
The singer will be joined by her personal ‘Great’, local musical legend Natty Bo, for an evening of exclusive performances, one-time duets and DJ sets.
In a new short film, Crookes takes to the dancefloor with Natty Bo. Filmed in south London where they met years ago, the film reveals how they inspire one another and their reflections on self-expression, music and dancing.
Bacardí said the campaigns aims to “spark a new passion for freedom and dancing”.
Tjalling Simoons, regional brand director of Bacardí Rum Europe, said: “We’re thrilled to partner with Joy Crookes — an artist who truly embodies the Bacardí spirit of doing what moves you. Her energy, individuality and love of music capture everything we stand for, and together we’re celebrating the freedom and connection that only the dancefloor can bring.”
Joy Crookes said: “Some of my happiest memories are in fact on the dancefloor. There’s something about music that brings people together and reminds you who you are”.
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