BACARDÍ has teamed up with BRIT-nominated singer-songwriter Joy Crookes to inspire a new wave of confidence on the dancefloor. Their new campaign, Move Like The Greats, celebrates self-expression through music — and encourages people of all ages to dance like nobody’s watching.
Reclaiming the Rhythm
The movement comes as new research reveals that 73% of Gen Z feel self-conscious about their dance moves, while more than half (53%) worry about others watching them. Many even admit that dancing for social media has replaced letting loose in real life.
To change that, Crookes and BACARDÍ are bringing back the spirit of “The Greats” — those who grew up dancing freely in the ‘60s, ‘70s and ‘80s, when confidence on the dancefloor meant everything. Social media trends like #OldSkoolvsNewSkool and #80sDanceChallenge have already shown how older generations continue to inspire new ones, racking up millions of views.
Joy Crookes x Natty Bo: A Celebration of Freedom
In a new short film filmed in South London, Joy Crookes joins local legend Natty Bo, her long-time friend and personal “Great”. Together, they reflect on what dance and self-expression mean across generations — proving that joy, rhythm and confidence never fade with age.
Crookes brings the movement home on November 5th with a one-off event at Jumbi Peckham. Every guest must bring a “Great” — whether it’s a grandparent, great aunt or family friend — to share the floor in a night filled with exclusive performances, duets and DJ sets. Naturally, the bar will spotlight another timeless duo: BACARDÍ & Coca-Cola, the classic party pairing still going strong since 1862.
Doing What Moves You
“Some of my happiest memories are on the dancefloor,” said Joy Crookes. “There’s something about music that brings people together and reminds you who you are. Teaming up with Natty Bo on this has been so special — he’s taught me a lot about confidence and joy through music.”
Natty Bo added: “This movement is about passing the spirit on. The best dancing happens when you stop thinking and let the music take over.”
BACARDÍ’s Regional Brand Director, Tjalling Simoons, summed it up: “Joy truly embodies the BACARDÍ spirit of doing what moves you. Together, we’re celebrating the freedom and connection that only the dancefloor can bring.”
