2023 Winner

Western Union sought to rebuild trust with the Jamaican community in Philadelphia after high transfer fees led to a rift and negative customer perception issues created a large gap in the market. With the help of AVCommunications, the goal was to create awareness of Western Union’s $0 transfer fee for Jamaicans to send money home. To accomplish this, they used the word ‘Boonununus,’ coined by the late Jamaican cultural icon Louise Bennett-Coverley, also known as Miss Lou. The term is used to describe something delightful and pleasing that can refer to a person, place or gift. The campaign featured collaborations with DJ Drama, BET’s DJ of the Year, and reggae artist Mr. Vegas. The campaign was populated across multiple channels, making waves across social media, digital banners, POS, TV and in the community through activations at Jamaican-owned businesses. The campaign earned over 11 million impressions, 1.36 million total views and a 4.75% engagement rate on Facebook.

Credits

Zeno Lam
Hassan Iqbal
Shaharyar Irfan
Kiran Iftakhar
Joyce Lau
Jan Uzun
Zhanna Bondar
Arlene Amitirigala