Digicel's 'Bring the Beat' celebrates sports with music

Conceptualised by the Boys and Girls, the most appealing part of the campaign is the peppy music and its amalgamation with sports. The idea is to promote the brand worldwide before the Rio Olympics

BestMediaInfo Bureau | Mumbai | July 22, 2016

Click on the image to watch the TVC.

In the run-up to Rio 2016, Dublin-based creative agency Boys and Girls has launched an international campaign, 'Bring the Beat', for mobile phone network provider company Digicel. The campaign was launched online on July 15 across the Caribbean, Central America and throughout the South Pacific countries.

Combining the universal power of music and sport, 'Bring the Beat' seeks to connect people from across the regions in a united voice of support before this summer Olympics.

The world's fastest man and the company's brand ambassador, Usain Bolt, fronts the digitally-led campaign alongside Soca star Machel Montano, who penned the 'Bring the Beat' track for Digicel.

In the new TV spot, Bolt shows how the famous Caribbean passion for music and sport can bring people together, no matter where they come from. As the part of the campaign, they have also launched a website http://www.bringthebeat2016.com/

Rory Hamilton

Rory Hamilton, Partner and Creative Director, Boys and Girls, said, “Bring the Beat' is very much reflective of our agency's philosophy of 'Daring Simplicity'. This campaign is about taking a simple but powerful creative idea and amplifying it into a dynamic celebration of the pulse of the Caribbean that uses music to celebrate its athletic achievements and prowess. It allows all Digicel's influential ambassadors from music, media and sport to add their 'beat' to promote their anthem.”

Montano's catchy song is a celebration of musical influences from across the regions. With the soundtrack to the commercial available for download on iTunes, fans will be able to bring their own beat, by remixing the track and sharing it on social media, using the fun and intuitive Digicel Remixer app. It is specifically created by Boys and Girls for the campaign.

Peter Lloyd

Peter Lloyd, Director of Marketing, Digicel Group, said, “We wanted to make the Digicel brand top of mind in the build-up to the Olympics, by creating a compelling idea that crossed market boundaries. 'Bring the Beat' recognises the power that music and sport has in connecting people and nations – two areas in which Digicel continues to invest significantly since our launch over 15 years ago. By combining these two passions in one dynamic campaign, Digicel is uniting our customers across the region and inspiring them to bring their beat in their own unique way regardless of geographic location and culture.”

The campaign will run on the social, outdoor, print and television mediums in the run up to Rio 2016.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Digicel Group

Creative Agency: Boys and Girls

Creative Director: Rory Hamilton

Music: Machel Montano

Art Director: Laurence O'Byrne

Copywriter: Kris Clarkin

Agency Producer: Paul Ellis

Production Company: Butter

Director: Hadi

Client Service Team:

Account Director: Chris Upton

Account Manager: Colm Halpin

Info@BestMediaInfo.com

Info@BestMediaInfo.com