Challenge: Bring the Barbadian festival Crop Over to an audience that would have no idea what it is, in order to entice a new, engaged audience to the islands.
Insight: Sweden has many factors that lead their citizens to be more travel-prone, such as providing the most paid vacation days (41), the normalcy of newly grads taking a gap year between high school and college to travel, and the overall wealth of the country.
Single Most Compelling Idea: Appeal to a Swedish audience that Crop Over is their next vacation trip by showing its vibrant inclusivity that will make people want to join in.
Account: Ian McWilliams
Strategists: Alex Chaparro, Sage Steineke, and Me
Art Direction: Alice Liggett, Hailey Weston, Lindsay Wong