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Usain Bolt & Boys and Girls ‘Bring the Beat’ in Latest Digicel Campaign

Boys and Girls, 2 months, 1 week ago

Dublin-based creative agency links pan-Caribbean with celebration of music, sport and culture

Usain Bolt & Boys and Girls ‘Bring the Beat’ in Latest Digicel Campaign

In the run up to Rio 2016, Dublin-based creative agency, Boys and Girls, launches international campaign, ‘Bring the Beat’, for telecoms company, Digicel. 

Combining the universal power of music and sport, ‘Bring the Beat’ seeks to connect people from across the Caribbean, Central America and South Pacific in a united voice of support, before this summer’s Olympics. 

The World’s fastest man, Usain Bolt, fronts the digitally led campaign alongside Soca star, Machel Montano, who penned the ‘Bring the Beat’ track for Digicel. 

Montano’s catchy song is a celebration of musical influences from across the regions. As well as being the soundtrack to the commercial and available for download on iTunes, fans will be able to bring their own beat, by remixing the track and sharing it on social media, using the fun and intuitive Digicel Remixer app; specifically created by Boys and Girls for the campaign. 

Rory Hamilton, partner and creative director at Boys and Girls says: “’Bring the Beat’ is very much reflective of our agency’s philosophy of ‘Daring Simplicity’. This campaign is about taking a simple but powerful creative idea and amplifying it into a dynamic celebration of the pulse of the Caribbean that uses music to celebrate its athletic achievements and prowess. It allows all Digicel’s influential ambassadors from music, media and sport to add their ‘beat’ to promote their anthem."

In the new TV spot, Digicel brand ambassador and world’s fastest man, Usain Bolt, shows how the famous Caribbean passion for music and sport can bring people together, no matter where they come from. 

Peter Lloyd, Director of Marketing at Digicel Group comments: “We wanted to make the Digicel brand top of mind in the build up to the Olympics, by creating a compelling idea that crossed market boundaries. ‘Bring the Beat’ recognises the power that music and sport has in connecting people and nations – two areas in which Digicel continues to invest significantly since our launch over 15 years ago. By combining these two passions in one dynamic campaign, Digicel is uniting our customers across the region and inspiring them to bring their beat in their own unique way regardless of geographic location and culture.” 

‘Bring the Beat’ will launch online on Wednesday, July 20th 2016 across the Caribbean, Central America and throughout the South Pacific. The campaign will also run on social, outdoor, print and television in these regions in the run up to Rio 2016. 


Advertiser: Digicel

Creative Agency

Account Manager: Colm Halpin

Creative Director: Rory Hamilton

Copywriter: Kris Clarkin

Art Director: Laurence O'Byrne

Account Director: Chris Upton

Producer: Paul Ellis

Creative Agency: Boys and Girls

Production Company

Director: Hadi

Production Company: Butter

Category: It, phones, Av and computers , Tv