Last Friday (May 25), telecoms company LIME debuted its new look logo and brand slogan in a campaign video shot in iconic locations across the island. Accompanied by a distinctive music jingle dubbed the “Voices have more Power with LIME”, the ad pioneers an a cappella approach; replacing instruments with rhythmic human voices and sounds.
Directed by US-based Emmy Award winning director Eduardo Fierro and Jamaican film maker Chris Browne, featured is a dynamic cast of local talent led by female breakthrough reggae artiste I-Eye. Local vocalist Joseph Roache from Perpetual Praise and C Sharp Band lead guitarist, ‘Monty’ Savory are also featured among several LIME staff members.
The 60 second track was created using some 12 natural voices and produced by renowned Jamaican music producer Rupert Bent Jnr. According to Grace Silvera, LIME Regional VP – Marketing, the campaign heralds the introduction of the company’s new tagline ‘Value Every Moment’ and is the newest initiative in a brand mission that will see the emergence of a chic and alluring LIME brand.
We captured the sights, sounds and energy of our incredible nation and depicted it in a way that everyone will be proud and engaged.” says Silvera. “The creative inputs and expressions in the new commercial are a unique example of the extraordinary talents of the Jamaican people. Our speech and the way we express ourselves as Jamaicans formed the inspiration and direction of our new campaign.” “This also ushers in the newest phase of our evolution as Jamaica’s most loved lifestyle brand”, she explained.
Silvera also shared that going forward, the LIME brand logo will be crowned with the colours of the Caribbean, “All great brands have to evolve and so we have chosen to introduce the colours of our vibrant brand palette in our most identifiable brand mark.”
The ‘Value Every Moment’ brand campaign follows closely on the heels of the launch of the LIME’s XL Value offer, a move which Silvera says will bolster the company as the best ‘value provider’ in the telecoms industry.
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