Accela Marketing has chosen its favorite ad campaign of 2021! It is without a doubt, Ross Rethink’s 'Can You Feel It' campaign for Carib Beer that brought the star power of Hip Hop embodied by DJ Khaleed, Soca represented by Trinidadian Soca singer Kerwin Du Bois and Shenseea holding it down for the genre of dancehall.
What we loved was the focus on captivating, entertaining and inspiring Caribbean pride as the priority. A lot of production value and attention to detail went into inspiring the audience rather than selling to them. In fact the product sell is almost an afterthought.
You know a brand has come of age when in-your-face, contrived, hard-sell is no longer where it is at and it can focus instead on much deeper values that transcend the product. It can make its mark on the cultural landscape not by selling itself but by creating art to be enjoyed unconditionally, regardless of whether the target audience consumes its product or not. It’s goal changes to leaving its mark on pop culture.
Take a look at the campaign yourself.