Our brief was to build awareness and consideration for the rum brand Wray & Nephew amongst Jamaican-connected young urbanites. Our strategy was to drive overall sales by throwing a spotlight on the brand’s cultural relevance, credibility, and community love to give new audiences a reason to choose Wray & Nephew as their drink of choice.

We created ‘Wray Residencies’– a multi-year platform which saw us work with local talent to create intimate pop-up gigs championing local community suppliers to enhance the authentic experience. We partnered with rap icons including Ghetts, Kano and Shaybo, and completely transformed a local community centre, a local swimming pool and a corner shop… to name just a few of the community projects revitalised over the years.