USVI
Copywriter: Nelle Thomas Art Director: Justine Thompson
SAME BUT DIFFERENT.
When St. Croix needed a tourism boost, our office pitched three campaigns. One was from a senior team, the other two were ours. They did not choose this one, the agency recommend, for St. Croix. Because they thought it would work better as a major campaign for all three US Virgin Islands. Alas, COVID has created some delays.
The client wanted to highlight a unique benefit of the USVI, the US part. When you explore St. Croix, you get to enjoy the same phone service, laws, and currency as the US, while having a totally different experience.
:60 anthem video
VO: There’s an island out in the middle of the Caribbean.
The camera shows swooping drone footage of St. Croix.
VO: From up high it may look similar to other islands… surrounded by the same treasured turquoise waters and encircled in sugar-sand beaches. But on the ground, things are different.
The tempo changes, the music ramps up to percussion. Show Frank shaking a cocktail.
VO: You can have your same signature drink, but with 39 local rums, Frank will give it a different twist.
Show Digby cooking over flames.
VO: We use the same ingredients, but Chef Digby gives them different island flavor.
Show bioluminescent river at night.
VO: The same moonlight, but with different stars.
Show someone handcrafting a hook bracelet.
VO: Same metals, different hardworking hands.
Cut between portraits of locals.
VO: As people we may look different, but deep down, we are the same. We feel the same things, value the same things, and connect in the same ways. And the best part of the island is that you don’t need a passport to come here.
Return to cuts of the life and culture, finish on a full shot of the island.
VO: We are a beautiful Caribbean island, but we are more than that. St. Croix. Same but Different.
END CARD
social
experiential
The US Virgin Islands are popular for weddings and diving. We wanted to bring those two passions together. We proposed the first non-denominational underwater chapel, so that St. Croix would allow you to get the same US marriage license with a totally different ceremony.
