ICWI ROAD ANGELS

Campaign

Challenge

A decades-old programme needed a sexy update for the 21st Century.

Solution

We deployed our brand planning methodology to a decades-old brand and sub-brand. By focusing the ICWI staff on their brand equity, as well as their need to evolve, we delivered campaigns that were highly resonant and adaptable from country to country. As a result of our creative development, ICWI has rooted themselves deeper into Jamaican convictions–and stepped firmly forward. A new website and an ADDY-award winning campaign later, ICWI is true to itself and exciting all the while.