CG Insurance x Cricket West Indies
In the Caribbean, insurance is a complex, misunderstood, and even disliked topic with an untrustworthy perception. Cricket, on the other hand, is always top of mind. It’s not just a topic of conversation – it’s a unifying force. And thus, as Cricket West Indies (CWI) prepared to co-host the 2024 T20 World Cup, we at CG Insurance saw an opportunity to reinforce our role as the team’s title sponsor.
The work manifested as a year-long social campaign starring a Windies legend, a local child, and a CWI-athlete-turned-global-music-star. It manifested in 3 different content series: (1) Sir on the Street; (2) Lessons, Legends, & Life; and (3) West Indies Deyah.
It lead to massive social success on CG Insurance socials with major results: +10,582% Likes, +3,704% Shares, +2,922% Views, +1,698% Comments, +25% Engagement Rate
AAF Gold, Integrated Brand Content Campaign (2025)
Sir On the Street (2024)
To get people excited about the upcoming England matches, we asked one of the greats, Sir Curtly Ambrose, to ask fans some World Cup Trivia and Rapid Fire True or False. Within the first day of posting, our video was the most viewed for CG and Windies TikTok and over 60K views on Instagram.
Results: +19,033% Likes and +13,600% Shares
ACDs: Lily Stockton + Cleo Bess Williams CW: Jack Cornett AD: Me
Mic’d Up Junior (2024)
In our second social series – “Legends, Lessons, & Life” – Sir Curtly was interviewed by an 11-year-old local to Barbados, Zion Rose. Zion threw wildcard questions at his elder, and a friendship blossomed between the two. The duality in our co-stars’ age made these executions heartfelt, adorable, inspiring, and hilarious, proving that cricket transcends all boundaries.
Results: +54.67% Engagement Rate and +9,775% Shares
ACDs: Lily Stockton + Cleo Bess Williams CW: Jack Cornett AD: Me
Wi Deyah (2024)
Insurance meets Cricket and Music
After their T20 World Cup win in 2016, team captain Dwayne “DJ” Bravo dropped a song “Champion” that became a global cricket anthem. So on the eve of the 2024 T20 World Cup, we tapped into Bravo’s musical and sports fanbases. We were inspired by the Patois phrase ‘Wi Deyah’ which translates to ‘we out here’, and created ”West Indies Deyah” – a song, music video, and social campaign. Bravo wrote and recorded the track and our video director had worked with DJ Khaled, Pitbull, and Nicki Minaj. The “West Indies Deyah” music video made waves across the internet, served as the centerpiece of a social giveaway, earned radio airtime, and even made it to the in-stadium speakers during World Cup matches. The social content featured current players, too, and the hype helped ignite a tournament run into a Super 8 playoffs appearance.
Results: +15,030% Shares and + 48,151% Likes
ECDs: Will Benham + Mike Groenewald CD: Adam Millman ACD: Nelle Thomas Social Team: Jack Cornett + Me