Description
This new integrated campaign, “Insuring the Spirit of West Indies Cricket,” highlights CG as the official sponsor of the West Indies Cricket team at the T20 World Cup (which is being co-hosted by the Caribbean and United States). This is the first campaign Chemistry has launched for the Cricket West Indies partnership with CG. In 2023, Chemistry created the first brand character in the Caribbean space, “Aunt Angie” for CG.
The campaign features former cricketer Dwayne Bravo (DJ Bravo), who was instrumental in the West Indies’ ICC T20 World Cup victories in 2012 and 2016. His hit song "Champion" became a global sensation during the 2016 ICC World Twenty20. Now, DJ Bravo has teamed up with CG’s Aunt Angie with an original song, “West Indies Deyah,” (live on Spotify, Apple Music, Amazon Music, YouTube Music, iTunes, and Instagram), a rallying cry for West Indies fans across the islands, and an accompanying music video.
The music video was shot by Gil Green, who is known for creating music videos for DJ Khaled, Jason Derulo, Pitbull, Camila Cabello, Lil Wayne, Nicki Minaj, and Rick Ross, among others. Grammy-winner Troyton Rami mixed and mastered the song at Black Shadow Studios Miami.
The campaign also includes a TV spot titled “The Greats” which pays homage to the cricketing greats: past, present, and future. Recent and old match footage is woven together of the greatest Windies players with footage of future legends — local Bajan kids — to make it look and feel like the kids are facing off with their heroes. The spot was shot in Barbados, a CG market where the T20 World Cup finals will be played. The kids (the talent) all play for former West Indies player and legend Franklyn Stephenson’s Cricket Academy. The voiceover is done by Michael Holding, a Jamaican former fast bowler and commentator who played for the West Indies cricket team.
The integrated campaign will run on TV, CTV, OLV, OOH, radio, and social across the 21 jurisdictions. On June 21st, ahead of the World Cup Finals, DJ Bravo and Aunt Angie will have a live concert performance.
This professional campaign titled 'Insuring the Spirit of West Indies Cricket' was published in United States in June, 2024. It was created for the brand: CG Insurance, by ad agency: Chemistry. This Integrated medium campaign is related to the Insurance industry and contains 7 media assets. It was submitted 11 months ago.
Credits
CHEMISTRY CREDITS
Chris Breen, Chief Creative Officer
Mike Groenewald, EVP, Executive Creative Director
Will Benham, EVP, Executive Creative Director
Adam Millman, Creative Director
Nelle Thomas, Senior Writer
Mobs Robertson, Associate Creative Director
Ashley Hampton, EVP, Client Partnerships
Diana Beasley, Senior Account Executive
Alexa McGriff, Group Strategy Director
Chris Endler, Brand Strategist
Erika Davis, Community Manager
Renee Royal, VP, Head of Production
Chelsea Tafoya, Senior Producer
Alex Jue, Project Management
Lauren Interrrante, Group Director Project Management
SONG - WEST INDIES DEYAH
Artists: Dwayne “DJ” Bravo, featuring Kaycee ‘Aunt Angie’ Campbell
Producer: Dwayne Bravo
Production: 47 Production
Music composed: Dwayne “DJ” Bravo, Colin Wedderburn (Razor)
Mixed and Mastered: Troyton Rami at Black Shadow Studio
MUSIC VIDEO
Artists: Dwayne “DJ Bravo”, featuring Kaycee “Aunt Angie” Campbell
Director: Gil Green
Producer: Bruno Breil
Production Company: 305 Films
DP: Angel Barroeta
Editor: T David Binns
Casting Director: LaShawnna Stanley / Ethnicity Models
Wardrobe: Lina Palacios
Colorist : Oscar Martinez
Online Editor: Leo Lovera
Post House: Moving Forward Studios
Sound Design: Elad Marish /Swell Music
Choreographer: Ekandem Esslet
THE GREATS TV
Renee Royal: VP, Head of Production Test Tube Productions
Alexandria Fuller: Senior Producer
Alex Max: Executive Producer/Partner Underhill Films
Ross Garrett: Director Underhill Films
Julian Robinet: DP
Kerri Birch: Producer
Andrew Litten: Editor
Liam Vodenhal: Assistant Editor
Connor Bailey: Colorist
Jake McMullen: Sound Mixer
Christo Arsenio: Post producer
