Teenage

LIME launches new look in brand campaign

Tuesday, May 29, 2012    

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TELECOMS company LIME has unveiled a new look logo and brand slogan through new campaign which premiered last Friday.

With a fresh approach to music jingles, the catchy tune replaces instruments with rhythmic human voices and sounds.

Scenes from Hellshire Beach, Blue Beat Club in Montego Bay and other iconic locations across the island are featured in the reel shot by US-based Emmy Award winning, Eduardo Fierro and Jamaican film-maker Chris Browne.

The ad also features a dynamic cast of local talent led by female breakthrough reggae artiste I-Eye, local vocalist Joseph Roache from Perpetual Praise and C-Sharp Band lead guitarist, Lamont 'Monty' Savory who are featured among several LIME staff members.

The 60-second track was created using some 12 natural voices and produced by renowned Jamaican music producer Rupert Bent Jnr.

According to Grace Silvera, LIME regional vice-president of marketing, the campaign is the newest initiative in a brand mission that will see the emergence of an attractive and alluring LIME brand.

We captured the sights, sounds and energy of our incredible nation and depicted it in a way that everyone will be proud and engaged," says Silvera.

The new LIME logo features an eye-catching crowning of the former version with the colours of the Caribbean. The company will also now use the words 'Value Every Moment' as its new brand slogan.

The new campaign can be viewed on YouTube.

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