RED STRIPE - BREDREN
Written & Art Directed by Neal
CHALLENGE: How do reconnect Jamaica's National drink with its youth when it's widely regarded as their Dad's drink and is passed over in favour of foreign imported bottled beers?
THE WONDER SWITCH: I recognised that the spirit of 'Red' was already a part of this generations culture (and part of the word bREDren). The 'bREDren' idea captured the entrepreneurial spirit of a 'can do' mentality that is second nature to the audience and it's collective smarts as Bredren to make things happen. This is the true Red Stripe spirit of Jamaica.
BELOW: LOCAL RADIO
Radio was a huge part of the campign so it was important that the Bredren spirit translated perfectly onto the airwaves. Take it away boys.