Spanning over 10km and the third biggest island in the Caribbean, it is not surprising that people often envision Jamaica to be much bigger due to its global dominance in music, food and overall popular culture. So when the Three Halves team was commissioned by Campari to capture the spirit of Jamaica through the voices of their rum brands, we were more than happy to oblige. Over the course of 2 weeks, the diversity and richness of the country was explored from blue lagoons to fishing ports not forgetting the colourful rum shacks and the multiple sound systems. With three rum identities to explore, all starkly different from the other, we travelled across Jamaica to explore hidden treasures that the beautiful island had to offer. In Negril we found the white sands and clear blue seas to portray the picturesque, aspirational quality of Koko Kanu. In and around Kingston, we captured high energy, vibrant imagery for Uncle Wray. Finally, we headed over to Santa Cruz, to capture the mastery craft of the Appleton Estate.
Just before the end of the year, Three Halves linked up with our friends at Rum Kitchen for another ‘Rum Nights’ event.
With a special selection of cocktails pouring all night and DJ sets from Kenny Allstar, Pharaoh G and Kush the vibe was just right as we partied in the Rum Kitchen basement in Notting Hill.
Check out some of the images from the night below, and if you want an invite to our next event, just drop us an email or DM on Insta.
Following the release of what could do down as one of the tracks of the year, Kenny Allstar’s ‘Tracksuit Love’ Ft Headie One was being played by everyone on Instagram from Anthony Joshua, to UK Rap legend Giggs. With over 2.5million views, the single would lead into the release of Kenny’s much-anticipated debut album ‘Block Diaries.
The Three Halves team worked with the 1Xtra DJ and for the launch party. Attended by fans, fellow artists and members of the music industry, the Three Halves team helped make sure drinks flowed through the night. Check out the video below.
The annual Notting Hill Carnival saw Three Halves tasked with making Wray & Nephew stand out amongst the crowd. Naturally rooted in Caribbean culture, it proved a natural fit for our activation. However, associating any brand to a weekend with a very distinct history meant that the line between “associating” and “appropriating” was more transparent than ever before.
Created during a time when hostile and violent altercations where happening on the streets of London (including the Notting Hill riots), Carnival was a key tool in assimilating people of colour within Britain. Now accepted as part of British culture and visited annually by 2 million people, it provides the perfect platform for brands to connect with their audience, particularly those in urban lifestyle. Whether it’s a guerrilla OOH campaign or creating a sound system experience, the cultural unity displayed means that brands can effortlessly embed itself into the spirit of Carnival.
However, authenticity has always been a key debate in discussions – can a brand truly embody the Carnival spirit, if ultimately, they are capitalising off the festivities? We’ve seen it in recent years where brands have done it painfully wrong and have angered the Carnival community with their actions. In turn, the NHC committee and council have also made it difficult for artists & brands by revoking licenses on opening day.
Yet, the past mistakes have been learning curves for all that are wanting to be a part of the experience. It has been made evidently clear that if you wish to be a part NHC, you must work with the community and understand the culture in which you wish to adopt. Directly trying to benefit from Carnival because it only helps you, particularly if there are no ties or links, will not fly in this space. You must tread carefully and respect the safe space that was once created for racial harmony, appreciation and unison.
Now with a new Carnival committee who are open to collaborating and brand partnerships – being involved is now easier than ever before. To create a similar campaign at any other time, would be a much more expensive ordeal and logistical nightmare. With the mass exposure and ideal celebrative mood (we can’t always predict if the weather will share the same philosophy), it’s a no brainer to get involved with Europe’s biggest street party!
During our visit to Jamaica, we decided to take a slight detour during our journey around the island, and stop off at the acclaimed, but hidden, Stush in the Bush in Saint Ann Bay. Run by the dynamic couple, Lisa & Chris Binns, they have created a rich and rewarding experience just off the coast of Jamaica. Welcomed into their home and treated like their family, the sight alone was jaw dropping and we felt spoilt to witness the untouched beauty the tropical mountains had to offer. On arrival, Chris takes you on a tour around the farm, discussing their journey and how they executed their culinary vision. Plants & veg are either discussed in depth due to their medicinal properties or collected as every dish on their daily menu is harvested fresh from their farm. With every step you take further into their world, the deeper your respect intensifies for their way of living. We were truly humbled and appreciative that they opened their home to create a genuine, pure experience for the public to feast on. Tucking into our unreal 3 course meal cooked by ever infectious Lisa, you walk away from the Stush in the Bush experience knowing that every meal has been created with their two values: love and affection.