This new integrated campaign out of creative agency Chemistry, “Insuring the Spirit of West Indies Cricket,” is from CG Insurance, official sponsor of the West Indies Cricket team at the T20 World Cup (which is being co-hosted by the Caribbean and United States). This is the first campaign Chemistry has launched for the Cricket West Indies partnership with CG. In 2023, Chemistry created the first brand character in the Caribbean space, “Aunt Angie” for CG.
The new campaign features former cricketer Dwayne Bravo (DJ Bravo), who was instrumental in the West Indies’ ICC T20 World Cup victories in 2012 and 2016. His hit song “Champion” became a global sensation during the 2016 ICC World Twenty20. Now, DJ Bravo has teamed up with CG’s Aunt Angie on an original song, “West Indies Deyah,” (live on Spotify, Apple Music, Amazon Music, YouTube Music, iTunes, and Instagram), a rallying cry for West Indies fans across the islands, and featured in this accompanying music video directed by Gil Green via 305 Films.
Credits
Client CG Insurance Agency Chemistry Chris Breen, chief creative officer; Mike Groenewald, Will Benham, EVPs/executive creative directors; Adam Millman, creative director; Nelle Thomas, sr. writer; Mobs Robertson, associate creative director; Alexa McGriff, group strategy director; Chris Endler, brand strategist; Renee Royal, VP, head of production; Chelsea Tafoya, sr. producer. Production Company 305 Films Gil Green, director; Bruno Breil, producer; Angel Barroeta, DP. Lina Palacios, wardrobe; Ekandem Esslet, choreographer. Editorial T David Binns, editor. Casting Ethnicity Models LaShawnna Stanley, casting director. Postproduction Moving Forward Studios Oscar Martinez, colorist; Leo Lovera, online editor. Music Song: West Indies Deyah; 47 Production; Dwayne “DJ” Bravo, featuring Kaycee ‘Aunt Angie’ Campbell, artists; Dwayne Bravo, producer; Dwayne “DJ” Bravo, Colin Wedderburn (Razor), composers. Mix & Mastered Black Shadow Studio Troyton Rami. Sound Design Swell Music Elad Marish, sound designer. Audio
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
