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.

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