Together We Reign
A musical harmony uniting Trinidad & Tobago.
Recognition: DISTRICT WINNER - CHARLIE AWARDS, 2020 Fourth District American Advertising Awards
Embracing the challenge of pushing traditional advertising boundaries, White Oak sought to deepen audience connections by boldly venturing into the music industry in 2019.
Services
Client
ANGOSTURA® White Oak
Year
2019
Role
Creative Director,
Lonsdale Saatchi & Saatchi
Challenge
How can we continue to push the boundaries, transforming a brand into a unifying force that creates advocates and followers beyond its product offerings, while giving back to communities and adding a positive voice to the conversation?
As a challenger brand, White Oak is always looking for innovative ways to connect with its audience and push the boundaries of traditional advertising formats. In 2019, we decided to venture beyond the beverage industry and make a bold move into the music industry. This strategic shift aimed to create a deeper connection with our audience by tapping into the universal language of music.
Goal
As a brand committed to unity, White Oak sought to bridge the Indo and Afro communities in Trinidad and Tobago through the power of music. By launching "Together We Reign," a single that merged the vibrant energies of Soca and Chutney, White Oak aimed to celebrate and unite diverse cultures in the lead-up to Carnival.
To achieve this, we launched “Together We Reign,” a brand-new single designed to spread a message of unity in the lead-up to the Carnival season. The song aimed to capture the festive spirit and bring people together under a shared sense of community and celebration.
For this ambitious project, we brought together two of Trinidad and Tobago’s most celebrated artists: three-time Chutney Soca Monarch, KI, of KI & The Band, and Soca hitmaker Nailah Blackman. This collaboration marked their first time working together, blending their unique styles and fan bases to create a powerful and engaging musical experience.
Result
The campaign's extraordinary success generated unprecedented engagement, boosting sales, and solidifying White Oak as Trinidad & Tobago's number one spirit.
The result was a resounding success. “Together We Reign” resonated deeply with our audience, amplifying White Oak’s presence during the Carnival season. The single and music video garnered significant attention, generating high engagement across social media platforms and music channels. The collaboration between KI and Nailah Blackman created a cultural moment that celebrated unity and diversity, reinforcing White Oak’s brand values. This innovative approach not only enhanced brand visibility but also solidified White Oak’s connection with its audience, demonstrating the power of music as a unifying force.
