The Richards Group debuted its first campaign for the Cayman Islands Department of Tourism, after being named agency of record late last year.
“Dream in Cayman” showcases the natural beauty of the island with a surreal approach blending together different natural elements.
In the 30-second spot, “Flower Divers,” for example, divers make their way through a reef-like underwater landscape of colorful flowers to the tune of a rendition of “Beyond The Sea” by Caymanian musician Sarah McTaggart.
The 15-second “Blue Iguana” swaps in a giant iguana and jumping manta rays. The approach allows The Richards Group to highlight different elements of the island in a visually interesting way designed to pique viewers interest, but the ads may also prove easy to tune out, especially upon repeated viewing.
The Richards Group worked with husband-and-wife photography team Miss Aniela and underwater photographer Jason Washington on the campaign, which also includes online visual elements. “Dream in Cayman” will continue to run on broadcast, digital and the Department of Tourism’s social channels throughout 2019.
“The unexpected beauty, unique encounters with nature and polished service of the Cayman Islands truly set it apart from other islands,” The Richards Group creative director Ron Henderson said in a statement. “The ‘Dream in Cayman’ campaign was designed to create a place full of whimsy and charm and mystique that feels less like destination advertising and more like a luxury fashion brand. The best fashion ads leave a lot unsaid but do a wonderful job of compelling you to buy into the brand and embrace the lifestyle.”
Client: The Cayman Islands Department of Tourism
Agency: The Richards Group, Dallas
Campaign: “Dream in Cayman”
Copywriter: Ron Henderson, Creative Group Head
Art Director: Dave Stone and Dennis Walker, Creative Group Head
Producer: Sheri Cartwright
Brand Management: Elizabeth Stabler and Rob VanGorden, Principal
Business Affairs Managers: Sara Sax
Art Producer: Kerstin Frederickson
Brand Planning: Marissa McGarrah, Director
Still photographer: Miss Aniela
Underwater still photographer: Jason Washington
Director (Beyond Content LTD): Steven Leavesley
Cameraman (Beyond Content LTD): Sam Bebbington
Freelance Cameraman: Warren Forster
Freelance Cameraman, Drone: Jeremy Hansen
Freelance Cameraman, Underwater: Ryan Moss
ALT VFX (Brisbane Sydney Melbourne Los Angeles)
VFX Sup./Founder of ALT VFX: Colin Renshaw
Executive Producer: Chris Fieldhouse
Producer: Britney Frandsen
Wojahn Brothers Music
Arrangement: Scott Wojahn, Roger Wojahn
Producer: Dara Norris
Singer: Sarah McTaggart
Music Final Mix: Charlieuniformtango
Final Music Mix: Russell Smith