Get All Right in Jamaica
A new commercial has been launched to promote the Jamaica Tourist Board, with a tie-in live event in New York’s Times Square.
The spot has all you would expect from a promotional ad for Jamaica – bright white sandy beaches contrasting strikingly with the turquoise sea and people having plenty of relaxed fun while swimming, diving and kite-flying.
The spot, which comes from Draftfcb New York, is angled on exactly this feeling of energy, spirit and positivity – an attitude known locally in Jamaica as ‘getting all right’. In fact, the whole new brand identity is called Jamaica – Get All Right.
The feelgood factor is further emphasised by the soundtrack, One Love, performed by Jamaican musician Bass Over Babylon.
The team also organised a record-breaking tie-in event in New York to further promote Get All Right. A 24ft diameter stress ball – the largest in the world - was positioned right in the middle of Times Square for 12 hours. During the day, people were encouraged to squeeze the giant ball while another 8,000 mini versions were handed out.
You can watch the commercial below.
Brand: Jamaica Tourist Board
Title: Get All Right
Agency: Draftfcb New York
Executive creative director: Javi Campopiano
Creative director: Gary Resch
Agency producer: Joseph DeFranco
Production company: Hello and Company
Director: Justin Francis
DP: Justin Francis
EP: Mike Brady
Line producer: Salli Zilles
Post production: Nice Shoes
Producer: Liz Hurd
Editor: John Mallerman
Lead colorist: Lez Rudge
Colorist: Ron Sudul
VFX Artist(s): Russ Bigsby
Animator: Chadwick Whitehead
Music: So Loud Music / Groove Guild
Composer: Paul James Riggio
Music Executive producer: Mike Boris
Performers: Bass Over Babylon
Audio Post: Sound Lounge
Mixer: Scott Persson