Wray & Nephew - Jamaica Mi Luv Ya

To mark Jamaica's 60th year of independence, we created a social campaign to celebrate the impact of Jamaican culture on the world, tapping into themes of Jamaican pride, ensuring Wray & Nephew owned this landmark moment.

Reaching Wray's core, target, and prospective audiences, we explored the unifying nature of the Jamaican experience and impact on the world. We created a campaign called ‘Jamaica Mi Luv Ya!’ which embodied values of Jamaican Pride.

To celebrate Jamaican Independence we created a multi-media content & experiential campaign featuring a series of bespoke shorts celebrating the impact of Jamaican culture on the world. Over 12 weeks, we shot figures like Luciano, Wretch 32, So Solid Crew, and Heartless Crew, showing how Jamaican music had influenced UK culture. Our campaign culminated in a 5-minute documentary released on Independence Day that interviewed key British Jamaicans speaking on the importance of 60 years of Independence means to the Caribbean diaspora. Our final celebration took place at Notting Hill Carnival, the first Carnival in 3 years. Wray & Nephew came home to carnival. We flipped the campaign from Jamaica Mi Luv Ya to 'Carnival Mi Luv Ya' - a multi channel campaign celebrate carnival culture, across social, talent, media partnerships, seeding, and radio to generate 360 paid and earned coverage whilst supporting the carnival community.