The Limners and Bards Limited (The LAB) has come out as one of the top winners on the Caribbean leg of the American Advertising Awards (ADDY Awards) for work aired in 2022, taking home the coveted agency award for ‘Best Integrated Campaign’.

The AAA is the advertising industry’s most comprehensive and prestigious competition recognising creative excellence in advertising.

Through the American Advertising Federation’s Caribbean Advertising Federation (AAF-Caribbean), 34 companies from six island nations in the Caribbean submitted more than 552 entries to be judged as the top creative executions for 2022.

The LAB was able to secure the top integrated campaign spot with the J. Wray & Nephew Jamaica Reignite Your Spirit Campaign, in celebration of Jamaica’s 60th Independence.

“We are thrilled to have this work recognised because it’s a true testament of our collaborative approach to deliver on what we’re best known for, strategy and creative prowess,” said Kimala Bennett, CEO and co-founder of The LAB.

“We kicked it up a notch to truly bring this 360 degree campaign to life with our production, media and digital arms of the agency.”

INTEGRAL PART OF JAMAICAN STORY

Tanikie McClarthy Allen, senior director of public affairs & sustainability, J. Wray and Nephew Limited: “Our brands at J. Wray and Nephew Limited particularly, Wray & Nephew White Overproof Rum are an integral part of the Jamaican story and many experiences that are quintessentially Jamaican.

“It was therefore natural for us to play our part in such a significant milestone for the country. The LAB created a campaign to showcase ‘Jamaican Excellence’ and presented our culture in a fresh and authentic manner.”

The LAB also secured a Silver Addy for their work on Novia McDonald-Whyte’s Herself Masterclass Series in the Online Interactive Cross Platform Campaign category.

As The LAB celebrate s15 years of existence, Bennett said the win has only emboldened the company to cintinue pursuit of “nothing less than world domination in the ad world”.

“We want to get calls from Nike, Coca-Cola, and other international brands, so we’re making moves to take our Jamaican edge to the world,” she said.