Digicel’s ‘Bring the Beat’ campaign was created to link Digicel with the Olympic Games despite the fact that their main competitor were the exclusive rights holder across the Caribbean. The pose of Usain Bolt (the world’s fastest man) and Shelley-Ann Fraser (the world’s fastest woman) were inspired by the Christ the Redeemer statue in Rio, where the 2016 Olympics was to be held. It was a subtle way to link to the games, without actually mentioning them, which Digicel were forbidden to do. The red dust emitting from behind the athletes has a number of meanings:
• It represents the explosive speed of the athletes.
• It helps bring Digicel’s brand colour to the fore.
• But most importantly it is celebratory/musical in tone, as it hints at the notorious powder parites at carnival, which is a huge celebration acrosst the Caribbean.
The typography is integrated into the visuals to add power and dynamism to the image.