Our competitors already had strong billboard campaigns strategically placed in and around the national airports.  How could we cut through the noise and create an impactful OOH campaign that connects?

The Solution

Do it bigger and better. We used insights gained from a competitive analysis of what already existed in the space to create a disruptive die-cut superboard as well as die-cut vertical billboards. We used simple powerful copy to connect with travel junkies by asking the question always on their minds “ where next?”, while positioning the NCB Mastercard Platinum Travel/NCB Miles as the ultimate tool to help travellers cross every place off their wishlist.

Lynk was launching a new feature: remittance. They needed to make a splash in the market while simultaneously overcoming the challenges they had educating people about how a digital wallet works.

The Solution

Keep it simple. Lead with the service (money from abroad) and the main benefit ( inna blynk- straight to your phone). Jamaica is already familiar with remittance so it was easy to focus on the pain points around this (standing in line, wanting the best exchange rates, being at mercy to the opening hours of the cambio) and to position the product as a solution. Our TVC followed 3 different characters who accessed their money and improved their lives instantly with the help of Lynk. As of writing this, it has over 4.5 million views and counting – that’s more than the entire population of Jamaica!

Pizza Hut Jamaica sought to develop an umbrella campaign encompassing their three best-selling pizzas: Hawaiian, BBQ Chicken, and Pepperoni. Their aim was to distinguish themselves from their main competitors while maintaining their overarching platform of “For the Love of Pizza.” Additionally, they desired to effectively represent the distinct target segments associated with each flavour. They had to find a way to promote very different flavour attributes to various categories of people in a cohesive way.

The Solution

My approach was first to do a deep dive into the creative platform they already had, and build out a creative direction from there. As I started to do my research a simple question kept surfacing in my mind: What would you do for the love of pizza? This question became the catalyst for the entire campaign, which was built out based on the insight that when people crave a particular type of food they don’t want to experiment, they play it safe and stick to the people they know will satisfy that itch, in this case, the people who know pizza. I then proposed that Pizza Hut build out completely different creatives for the different target segments under the banner “ We know Pizza”.  More specifically We know Hawaiian, We know BBQ, We Know Pepperoni by creating intriguing ads that asked our consumers what would they do for the love of their favourite flavour. Rumour has it some people contemplated rowing all the way to Hawaii, or even booking a ticket to Italy – but thanks to Pizza Hut all they had to do was call and collect or get delivery!

I was invited to write a sketch for a first-of-its-kind theatre experience, which brought digital influencers off the screen and on the stage alongside conventional theatre players. This concept of the traditional fused with the contemporary inspired me to write a comedic piece that reflected the age-old scenario of the first date… with a twist,  that being the modern-day fear of technology always listening. We love our tech. But what if our tech loved us back? And what if it didn’t just listen…what if it was jealous enough to talk back? And so was born – “Alexa and the date”. I also assisted the main writer with a Jamaican Fambily Feud Sketch. Both pieces had the audience in stitches.

XBAR had maintained a low profile within the market, despite being Jamaica’s top chocolate brand. However, it lacked the prominence and cultural recognition associated with a true “market leader.” Our objective was clear—to assist the brand in establishing and solidifying its presence in the market. Considering the brand’s primary focus on men, it was crucial to devise a strategy that effectively represented a product category traditionally associated with femininity(chocolate), while still maintaining its appeal to Jamaican men.

The solution

Consumer loyalty stems from their emotional connection with brands. With this insight in mind, we conducted thorough research and developed a creative platform that addresses the societal pressure men face to meet expectations of being a boss, leader, and in control. We positioned the product as a source of both power (energy) and empowerment (philosophy) for men, enabling them to XCEED XPECTATIONS. As XBAR shares its social media page with other Charles Chocolate brands, we recognized the need to carve out a distinct space for the product on digital. To achieve this, we leveraged influencer engagement and strategic media placements on various digital platforms. Prince Pine emerged as the ideal ambassador to convey XBAR’s new message, and within days of the video release, we garnered over 800 comments. The response was overwhelming, leading to a surge in product demand, forcing us to pause the ads as the shelves were emptied faster than they could replenish them!

JINGLE

NCB has been a long-time sponsor and huge supporter of Elaine Thompson Herah. At the time she had just become the fastest woman in the world, and they wanted to ride the momentum by creating a Fast Cash Campaign, however, they did not have any up-to-date images/videos that they could use.

The Solution

I proposed not only positioning her for the Fast Cash Campaign but encouraged them to create a full image bank for both their Ambassadors. This image bank would allow them to reduce their dependence on stock images, making them stand out more in the market as well as build audience engagement – cause who doesn’t love Elaine and Julian! They would also have the opportunity to align each ambassador closely with products that match their lifestyle, as well as have content for general Brand messaging. It was a success, and they use the content to this day.