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Digicel's new campaign stars Usain Bolt
Creative agency, Boys & Girls and international telecoms company, Digicel have partnered on a new campaign starring Usain Bolt, in the run up to Rio 2016. The agency also commissioned a bespoke track from Soca music star, Michel Montano, which over the past few weeks has been gaining popularity organically and has had radio airplay internationally.
Combining the universal power of music and sport, ‘Bring the Beat’ seeks to connect people from across the Caribbean, Central America and South Pacific in a united voice of support before the summer Olympics.
Fans can create remix through ad app
Montano’s song is a celebration of musical influences from across the regions. As well as being the soundtrack to the commercial and available for download on iTunes, fans will be able to bring their own beat, by remixing the track and sharing it on social media, using the Digicel Remixer app, specifically created by Boys and Girls for the campaign.
Rory Hamilton, partner and creative director at Boys & Girls says, “The campaign is reflective of our agency’s philosophy of ‘Daring Simplicity’. It is about taking a simple, but powerful creative idea and amplifying it into a dynamic celebration of the pulse of the Caribbean that uses music to celebrate its athletic achievements and prowess. It allows all Digicel’s influential ambassadors from music, media and sport to add their ‘beat’ to promote their anthem.”
In the new TV spot, Digicel brand ambassador and world’s fastest man, Usain Bolt, shows how the famous Caribbean passion for music and sport can bring people together, no matter where they come from.
‘Bring the Beat’ launched online on Friday 15 July 2016, across the Caribbean, Central America and throughout the South Pacific. The campaign will also run on social, outdoor, print and television in these regions in the run up to Rio 2016.
Watch the YouTube behind the scenes clip of Bolt and Montano below:
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