THE PROJECT SCOPE
In the beginning
‘I’m Saxon and I Know It’ was created in the minds of the Marketing and Communications Department of DMS. The Department which serves all DMS owned companies embraced SaxonMG’s need for a popular and inviting campaign and came up with the concept and its executions over a few days. It began in a room on the fourth floor of dms House, where all the team members were summoned to contribute at least one idea to the budding project. By the end of the meeting, the team had written pages of notes, voted on several ideas and five characters were dreamed up and dressed according to their ages and brand promises. The graphic artists went to work creating visual representations of the characters, while other members of the team began to search all of the Cayman Islands to find the people who would bring those sketches to life. Up to one week before the shoot all five characters were not casted, but a few days before, the final pieces fell together and all the characters signed on. They were the perfect choices and they all worked well together.
Hitting the Ground Running
On the day of the shoot the forecast called for an 80% chance of showers. The marketing team and the production team at Beneficial Entertainment were torn between cancelling the shoot and thereby delaying the release date for the campaign by one week or proceeding as planned and risking a wash out. The day came and the sun shone brightly, it was possibly the hottest day of the year remarked many members of the Marketing team. From 6 a.m. marketing team members began to work to set up food, set up equipment, and contact service providers to make sure everyone would be on time. The shoot started one hour late partly because some cast members were lost and late and some of the marketing team members were lost while transporting cast members. A full hair and makeup team was on hand to make all our characters look their best and through the generosity of two local Caymanian families our shoot was held in two luxurious Patrick’s Island homes. Each character gave their best to make up the lost time and by 7 p.m. on the first day the shoot was wrapped until the following day when SaxonMG closed part of Eastern Avenue to film its grand final scene.
A Wonderful Working Partner
The right characters, the right looks and the right cars were all essential components for the success of the commercial. Each character was scripted to be profiled with a type of car that suited their personalities and brands. The guys at Advanced Automotive came forward to provide five beautiful, brand new Chevrolet vehicles. When the cars were rolled onto the set, gasps could be heard about their shiny and well-built bodies. Each character seemed to love their car, even if it was only for a night.
More Than A Commercial
The Marketing and Communications Department requests that the video not be called a commercial, but rather a big time music video...no seriously. ‘I’m Saxon and I Know It’ is the first campaign of its kind in the Cayman Islands where many mediums of communication were engaged to create an impressive advertising product. The campaign will feature striking images of local talents taken by Cayman’s popular and talented photographer David Goddard; HD quality video recorded and edited by Cayman’s leading entertainment production companies, Beneficial Entertainment; an adapted song performed by lead actor Neptune Johnson who recorded the hit song ‘Wifey’ with Chin; talented Caymanian dancers; lots of Caymanian landmarks and a small dancer with big talent. The campaign will also be executed through expansive print media, aggressive use of social media, contests, face-to-face interactions with the customers and through the release of hot and collectible items like the official ‘I’m Saxon Shirt’ and ‘I’m Saxon Sunglasses’.
Why Friday 13th?
SaxonMG does not believe in bad luck. In fact it will be the luckiest day of the year for our new and existing customers when this campaign begins. Releasing this campaign in the summer is meant to reintroduce some fun back to the advertising world and encourage people to spread the joy they feel when they see the campaign. Never again will Friday 13th bare bad news, because SaxonMG now owns the day.