Local agency wins American Advertising Gold Award in Caribbean
CREATIVE AGENCY and production company The LAB has won gold in the Caribbean leg of the American Advertising Awards, also known as the ‘ADDY’ Awards, for its Nannyville ‘Run a Boat’ video created for Grace Foods.
“Our team is made up of some of the most talented creative minds and film-makers in the region. From the moment we saw the first frames, co-directed by our own Jesane Jackson, we knew we had something truly special,” said Kimala Bennett, CEO of the 11-year-old firm.
The Gold Award was one of four won by The Lab. The entity also won two silver awards for ‘Christmas with Flava’, which was also created for Grace Foods and which was created for NCB.
This is the second consecutive year the entity has received an ADDY Award, having won silver for the Grace ‘Flava with a Beat’ campaign in 2017.
Gold ADDY Award entries are automatically entered in the mainland United States competition where they will compete against North American agencies.
EXCITED
“We are very excited about this award to The LAB,” said Angeline Gillings, managing director, Grace Foods Ltd.
“The series of community activities with Ding Dong, featuring one of his favourite Grace products, achieved the objective of promoting positive vibes and sharing. Community members came together with music and games while ‘run-a-boat’ preparations were taking place on different corners.”
Angella Black recalled how the Grace team surprised the community with gifts of mackerel and other Grace products and were impressed by the ingenuity of the dishes presented. “Nannyville surprised us right back with innovative dishes including curried mackerel and french-fried mackerel, showing a diversity of dishes using our products,” said Black.
The LAB said that it sought to capture the reality and excitement of community life in Nannyville and the unique way in which Jamaicans have incorporated mackerel, not only into their diets, but into their culture.
“Mackerel is a way of life. It is the national dish of the ghetto, and when cooked, it becomes a gourmet thing for us,” entertainer Ding Dong, Grace global brand ambassador, explained.
The two-minute documentary-style short film is told from the point of view of Ding Dong, who is a Nannyville resident.
“We wanted to show the authentic and unique connection that Jamaicans have to tin mackerel in general, and to Grace mackerel specifically,” noted co-director Jesane Jackson.
For LAB General Manager Tashara-Lee Johnson, the win shows how the advertising landscape is changing.
“Jamaican advertising is evolving every day and we are proud to represent the country at this level,” said Johnson.
An accomplished film producer who has worked with the likes of Beyoncé and Nick Cannon, she believes that awards like this will bring respect to Caribbean film-making.