The World’s fastest man, Usain Bolt, fronts the digitally led campaign alongside Soca star, Machel Montano, who penned the ‘Bring the Beat’ track for Digicel.
According to Boys and Girls, the campaign “seeks to connect people from across the Caribbean, Central America and South Pacific in a united voice of support, before this summer’s Olympics.”
As part of the campaign, the agency has created a special Digicel Remixer app that allows fans remix their own track which can then be shared on social media.
According to Rory Hamilton, partner and creative director at Boys and Girls: “Bring the Beat is very much reflective of our agency’s philosophy of ‘Daring Simplicity’. This campaign 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.”
Peter Lloyd, director of marketing at Digicel Group adds: “We wanted to make the Digicel brand top of mind in the build up to the Olympics, by creating a compelling idea that crossed market boundaries. ‘Bring the Beat’ recognises the power that music and sport has in connecting people and nations – two areas in which Digicel continues to invest significantly since our launch over 15 years ago. By combining these two passions in one dynamic campaign, Digicel is uniting our customers across the region and inspiring them to bring their beat in their own unique way regardless of geographic location and culture.”
The campaign has been launched across the Caribbean, Central America and throughout the South Pacific and will run on social, outdoor, print and television in these regions in the run up to Rio 2016.