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
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
