Four groups of friends are currently travelling across Europe paid by Bacardi to reach Murmansk, Russia. The project is called Bacardi Murmansk Route, the travellers have left early this month from the sunny Tarifa, they have more than 6.000 km to go across with only €1,400 each and a locked case with worthy and misterious content they will get to know only if they finish their trip.
As Bacardi explains in the press release, it's not a race, it's not a competition, a homage to the travelers' spirit of freedom. Each group has its own blog, where they post videos, comments and photos (see for example the blog of Gorka, Javi and Nuria).
It's definitely a project to highlight the aspirational side of the Bacardi brand, it looks interesting, and I'm sure it's generating quite some PR buzz in Spain, but I can't help thinking it's way to last year's Junior Lucky Bastard project launched by 55DSL.