Mackeson is a milk stout brand, popular in the Caribbean and brewed locally in Trinidad and Tobago. Ogilvy Caribbean wanted a spot to rival that of Guinness, and that resonated with the local community, while still being aesthetically pleasing to all. Through utilizing our global network of studios, we were able to bring this spot to fruition within the timeline and budget.

With the aim of speaking to the local audience, the agency came up with a series of tableaus that pay homage to island culture. These tableaus featured street soccer, street dancing, and a lifestyle filled with joie de vivre.

While the imagery would speak to the local market, we set to make a spot that was universally awesome. Using the boards as a starting point, we added a level of elegance to the imagery. Rubies and diamonds were selected to recall the Mackeson label, and these colors were used throughout to bring the tableaus, and the entire spot, together.  
When creating the visuals, it was important to keep in the mind the various aspect ratios we were to deliver. Oftentimes, while one pose may look great vertically, it may not work horizontally; we avoided this by carefully crafting each moment, so as to not compromise quality.

The end result is a sophisticated spot, arresting to both the local and regional population — reminding "All Hail the King." The cultural references become an added bonus to those who understand them. We delivered the TVC with Giandre's original score, and five cutdowns to play on billboards throughout the Caribbean.