WEST INDIES DEYAH

IF YOU DON’T KNOW CRICKET JUST GO WITH IT

I LEARNED THIS sport BECAUSE MY CLIENT, CG INSURANCE, WAS THE TITLE SPONSOR OF cricket WEST INDIES. CG TRUSTED THE TEAM AND I TO LEAD THEIR WORLD CUP PUSH. we spun a golden duck, ESPECIALLY ON SOCIAL

AGENCY — CHEMISTRY

4 SOCAIL

CAMPAIGNS

+10582%

AVERAGE LIKES

+3704%

avg ENGAGEMENTS

+25.37%

ENGAGEMENT RATE

THE CAMPAIGN CREATIVE — “west indies deyah” — STEMS FROM THE PATOIS PHRASE “WI DE YAH” OR “WE OUT HERE” in AMERICAN english. OUR TEAM COMBINED MUSIC, DANCE, CRICKETING, AND COMMUNITY INTO A HUGE SUCCESS FOR CG.

for some of our work, a cricketer-turned-global recording artist, DJ bravo, wrote this song featuring aunt angie, CG’s brand character. Proceed with caution: IT WILL GET STUCK IN YOUR HEAD IF YOU AREN’T CAREFUL

so HOW DID IT look ON SOCIAL?

A WINDIES CRICKET

LEGEND

CAMPAIGN #1

SIR CURTLY AMBROSE IS PERHAPS THE GREATEST, MOST INTIMIDATING FAST BOWLER IN CRICKET HISTORY. BUT OFF THE PITCH HE’S incredibly KIND. the knighted ambrose LED a CONTENT SERIEs of 8 assets called “sir on the street”

the legend and

a kiddo

CAMPAIGN #2

after curtly conducted his own interviews, his role was reversed and a bajan local, the 11-year old zion rose, asked him a slew of questions. then we hit the pitch for a bowling lesson and a dance battle

now, MAKE IT

MUSICAL

CAMPAIGN #3

before dj bravo was a global recording artist, he won world cups with windies. OUR TEAM PLANNED A CONCERT FOR BRAVO TO PERFORM HIS HITS, INCLUDING “WEST INDIES DEYAH (FEAT. AUNG ANGIE)”

CAMPAIGN #4

WITH CURRENT

PLAYERS

we gave away tickets to several matches using parts of dj bravo’s song. I’M SO GRATEFUL FOR THE windies ROSTER & cg employees who RECORDed videos for us. THE WEST INDIES DEYAH CAMPAIGN RELIED ON all of THEM

IF YOU DON’T KNOW SH*T ABOUT CRICKET, BEEN THERE. HERE’S A RELEVANT TIDBIT OF INFO FOR YOU —

OUR CARIBBEAN CLIENT, CG INSURANCE, IS THE TITLE SPONSOR OF cricket WEST INDIES, AN INTERNATIONAL SQUAD OF 15 WEST INDIAN NATIONS. THEY PLAY AUSTRALIA, PAKISTAN, INDIA, ENGLAND, ETC. IN 2024, “WINDIES” CO-HOSTED THE MEN’S T20 WORLD CUP. BUT OUR CLIENTS KNEW THAT WE’RE SILLY AMERICANS WHO PREFER OUR AMERICAN SPORTS, AND THEY TESTED US TO MAKE SURE WE COULD LEARN, SPEAK, AND RELATE TO CRICKETING, ESPECIALLY IN THE CARIBBEAN — CRICKET IS COMPLETELY DIFFERENT IN THE ISLANDS DUE TO THEIR HISTORY AS EUROPEAN COLONIES, climatized PLAYING SURFACES, BUDGETS, CULTURES FROM A DOZEN NATIONS, AND OVERALL STYLE OF PLAY. AT FIRST, oUR TEAM DID THE DILIGENCE FOR A FEW EVERGREEN POSTS. THEN, AFTER production for 2 CAMPAIGNs WENT WELL, THERE CAME ANOTHER, AND THEN ANOTHER, UNTIL WE HAD FOUR MINI-CAMPAIGNS WRAPPED INTO A MASSIVE WORLD CUP PUSH.

THIS WAS A FUN ONE. rally round the west indies

PARTNER — MAYA CAMPBELL

CW — NELLE THOMAS

CD — ADAM MILLMAN

CD — CLEO BESS

CD — Lily stockton

ECD — MIKE GROENEWALD

ECD — WILL BENHAM