An integrated campaign launched last week in 21 countries and jurisdictions in the Caribbean to raise consumer awareness of CG Insurance, the largest insurance provider in the area. The new campaign, created by independent creative agency Chemistry, introduces the first brand character in the Caribbean space, “Aunt Angie.” This “cool aunt” shows how while her stories may be complicated, with CG insurance coverage isn’t.
As the first brand character in the Caribbean space, bringing Aunt Angie to life required a lot of thought, research, and consumer insight through an island life study before the creative concept was determined.
The thinking behind and execution of this campaign came from an all-Black women led production team at Chemistry’s, Test Tube Productions. Throughout the process, it was extremely important for the Chemistry team to tap into a cultural narrative that resonates with the consumers across the Caribbean and beyond.
“Our Test Tube Productions team truly worked overtime to bring this campaign and this character to life,” says Renee Royal, VP, Head of Production at Chemistry and Test Tube Productions.
Aunt Angie’s crazy stories come to life in this campaign as does her need for insurance (vimeo link here). She crashes while hang-gliding with goats and ends up in the hospital, monkeys stealing her car to rob a bank, and her car is hit by a fisherman. These stories are told to her nieces and nephews in great detail when they mention far- more typical scenarios that require insurance coverage. Aunt Angie was covered for all of her ill-fated escapades, so now she is helping to cover others as the new spokesperson for CG Insurance.
The team wrote scripts set in multiple parts of the world knowing they’d have to find a production solution that could realistically showcase those places without setting up shoots around the globe. To bring Aunt Angie to life, the team turned to the same technology used in The Mandalorian. The virtual production allows filmmakers to capture complex visual effects shots in-camera using real-time game engine technology projected on surrounding LED screens. This means location resets can take minutes instead of hours.
“We shot the majority of these spots on a virtual wall in Miami which gave us endless opportunities to dive into Angie’s world,” Royal explains. “Without that piece of technology, we would have been hard-pressed to do some of the amazing action you see in the campaign. We see Angie hang-gliding with goat and boxing with a kangaroo in Australia. This campaign is the epitome of what can be done when smart creative is combined with out-of-the- box production thinking.”
The campaign will run on TV, social, radio, print, and out of home in the 21 countries and jurisdictions in the Caribbean and beyond.
