Wray & Nephew Overproof White Rum is more than just a drink in its home country of Jamaica, it’s a national institution, woven into the fabric of Jamaican society and culture. Briefed to reposition the brand with an undiluted message that celebrates the spirit of everyday Jamaicans we created a multi-channel campaign called ‘Our Spirit’.
Film assets, directed by Michael Lawrence, feature real Jamaican characters to create an authentic narrative that pictures the occasions that fuse Wray & Nephew with life on the island. The campaign launched with a 60 second brand film and builds later in the year with an Olympic edit and alternate cuts.
Print and outdoor media runs with imagery of the real Jamaican characters featured in the films alongside brand and product imagery representing authentic Jamaican moments.
Through social media, consumers were invited to write their own interpretation of Jamaican spirit to create shareable branded assets that built out the inclusive approach of the campaign.