For our Be Bold TVC, we wanted to depict the emotional experience of drinking Dragon Stout. Dragon Stout drinkers are confident individuals who stand their ground in the face of challenges.
We used musical artist Masicka to be the visual representation of that bold attitude. Without having to say anything, he conveys his inner strength to a would-be rival, the kind of strength one might feel while drinking a Dragon.
In this TVC, we brand Jamaica as the “Heartbeat of the World”. We seek to create the emotion in the viewer of Jamaica as home – a warm place filled with good food and the people you love – as well as a place filled with life.
It is the heartbeat breathing life into those that visit as well as the place where your heart will feel at home.
We recognized that people had been through two years of the Covid-19 pandemic. We wanted them to know that we understood what they had been through and to feel valued as customers.
Therefore, we wanted them to know that they could get the items they needed delivered directly to them. They could shop early, beat the holiday rush and be rewarded when they did so with MailPac.
When we conceptualized that ad, we saw two streams of communication… emotional and motivational. The emotional stream led the communication and the motivational ended the communication with a CTA (Call to action).
We sought to move beyond the words that depict what the Christmas experience is supposed to deliver, to what every gift giver wants to hear from the recipient.