Jamaica Moves to the RIDDIM of Adrenaline Power Energy Drink in 'Working Vybz' Spot

RIDDIM is the Jamaican way of saying rhythm, and that’s exactly what Adrenaline Power, Pepsico’s energy drinks brand, brings in its new campaign 'Working Vybz', created specifically for this market.

Produced alongside ROCKNROLLA, the branding, entertainment and audio visual production studio, in collaboration with Oriental Films, this is the company’s second musical project for Jamaica and a new commitment by Adrenaline to continue to create entertainment content as a way of communicating its brand personality.

For the creation of this campaign, ROCKNROLLA and Adrenaline Power developed a deep research work by creating teams particularly designed for this project, with local performers and musicians, as well as the musical direction of Berkeley Music Grad, Diego Alvarado, who has partnered in every rhythm project carried out by the studio.

“The goal is always to truly and honestly connect with the island’s community, in their own language and in a unique way”, says Fede Ahunchain, founder and director at ROCKNROLLA.

“Jamaica always challenges us to go one step further. Local groups, research and careful execution with world-class production value, are always a strategically smart way to follow”, explains Julio Corado, client responsible for the piece.

The idea and execution were in charge of Fede Ahunchain. The audio visual direction was in charge of Charly Gutierrez and Diego Robino, directors and co-founders of Oriental Films.