Get All Right Launch Event
Jamaica Tourist Board
Issue 30 | March 2014
Agency
FCB Garfinkel
Creative Team
Chief Creative Officer: Javier Campopiano?Group Creative Director: Kevin Jordan ?Creative Director: Bruno Acanfora, Ariel Abramovici Associate Creative Director: Lucas Bongioanni Group Management Director: Wendy Glass Account Executive: Molly Burns Account Supervisor: Ashley Hughes?Agency Producer: Joe DeFranco Creative Resource Manager: Susie Rofe
Production Team
SVP, Director of Broadcast Services, FCB: Rubina Hadrigan
Other Credits
Managing Associates, PR, Finn Partners: Lyndon Taylor, Michelle Horn Initiative: Rich Gagnon, Liz Eberhart, Lisa Frangella Director, Business Development, VP Records: Richard Lue Vice President, Events, Octogon: Brian Mayglothling Director of Event Operations, MJR Events: Bob Rutan Producer, Caliper Media: Evan Foschino
Date
November 2013
Background
Jamaica is more than just a holiday destination; it's a feeling, an experience and a state of mind. The world is realising that Jamaica and its unique culture has so much to offer – and so much more than other destinations. For this reason Jamaica Tourist Board and FCB thought it was time to refresh the way Jamaica was marketed. Jamaica is where people come to find positivity, a force making the world feel more all right through its rhythm, energy and spirit. Capturing that essence and bringing it to life is what comes through in our new brand and campaign identity. They wanted to bring the vibrant, joyous spirit of Jamaica to life. You go to Paris for romance, Las Vegas to get wild, and you go to Jamaica to Get All Right.
Idea
To launch the new brand identity, a record-breaking stunt took place. Positioned in the heart of Times Square on Broadway between 45th and 46th streets from 7 a.m. to 7 p.m., a 24ft diameter stress ball, part of the same "Get All Right" campaign, gave stressed out New Yorkers a giant chance to squeeze their burdens away. The activity was heightened with a live DJ spinning beats and ended with reggae superstar and Jamaica native, Gyptian, performing for the crowd.
Results
The never-been-done-before promotional event set two world records: 1) largest stress ball in the world and 2) most people squeezing a stress ball at once. 8,000 mini stress balls were handed out to passersby.