D'Arcy London is launching its first work for the Barbados Tourism
The account has previously been run from D'Arcy New York but the London
office has created a campaign that seeks to move beyond traditional
holiday advertising of sun, sand and sea images.
Using TV, press and outdoor, the campaign consists of bold blocks of
colour complete with a series of questions. The endline remains:
"Barbados. Just beyond your imagination." The brief was to convey a
sense of light and space that mirrors the Barbados holiday
The three 20-second TV executions all feature a different coloured
"Sky" uses a sky-blue background with a Bajan male voiceover posing the
question: "Look at your sky. Just how blue is it?" "Bath" uses a light
blue background and the line: "Run a bath. Mmm ... that's how our sea
feels." The final execution, "sunset", features a red background along
with the voiceover: "Look at your sunset. When was the last time you sat
back and watched it?"
The campaign launches on TV on 15 December with press and poster
activity rolling out in January. The Barbados Tourism Authority business
replaces the Australian Tourist Commission account that D'Arcy lost
earlier this year.
Danielle McDonald, the account director at D'Arcy, said: "In a category
that is full of cliches, we feel very excited about having created work
that is truly original."
Art direction and copywriting was by Jon Daniel and Simon Impey. Media
buying is through MediaVest.