A Jamaican advertising and marketing agency was recognised recently by the Caribbean Advertising Federation (CAF) in its ADDY Awards for the region.
Encouraging Social Influence, Redefining Online Marketing Agency (ESIROM) won the 2020 Silver ADDY award for the Guinness Celebrates Dancehall campaign.
ESIROM won under the Consumer Website Category, making it a significant and great achievement for the company, as out of 607 entries from over 40 companies, they placed second and came out on top as a winner of the 2020 CAF ADDY Awards.
“This campaign allowed ESIROM to help Guinness manifest in not just a new look for the product that a limited-edition label but also a series of activities that helped them highlight the value of Dancehall not just to our culture but to areas like our economy and academia,” shared Alex Morrissey of ESIROM in a press release.
Guinness has been a strong supporter of dancehall culture and entertainment, investing heavily in the promotion of the sound clash culture with Guinness Sounds of Greatness for the last several years.
Explaining the decision by the brand to do a Guinness Celebrates Dancehall Campaign, Nathan Nelms, Guinness Jamaica Brand Manager said: “It is very rare for Guinness to grant a local market permission to change the iconic Guinness label, however Jamaica was given the go ahead to launch this campaign because dancehall has such a big impact on not only Jamaica, but also the entire world and if it wasn’t that grant, this iconic campaign done with ESIROM & Dunlop Corbin, wouldn’t have been possible.”
The inspiration behind ‘Dancehall Cyan Stall’ manifested in not just a new look, limited-edition label, but also a series of activities that helped the brand to highlight the value of dancehall, not just to our culture but to areas like our economy and academia.
Tying together the idea with Guinness Jamaica and ESIROM, is ESIROM Digital Systems Specialist, Tajé Carter, who was critical to the campaign development.
“As a proud Jamaican the opportunity to present one of Jamaica’s most popular global exports – dancehall, in association with a globally-recognised brand like Guinness was a unique and exciting challenge,” said Carter.
Carter added: “While it was primarily visual it needed to be uniquely Jamaican and uniquely dancehall. The campaign came together in a way that clearly represents the pride and passion myself and all Jamaicans have for our vibrant and unique culture.”
The Guinness Celebrates Dancehall Campaign was executed in partnership with ESIROM, Guinness Jamaica and Dunlop Corbin Communications.
CAF is the only non-American member of the American Advertising Federation.