Freelance copywriter Carlos Brathwaite and designer Sergio Charles were overjoyed after their work on The Pinehill Dairy’s “Made At Home” campaign was awarded two silver Addy awards from the Caribbean Advertising Federation (CAF).
“This is a great achievement for us as we were able to creatively communicate a story about the symbiotic relationship of this local industry, and persons from other countries understood, respected and awarded that work,“ says Charles.
Brathwaite followed up Sergio’s comments, saying “It honestly was a humbling surprise when the announcement came through because we were competing against local and regional agencies with a lot more resources than us. So this is proof of the quality of our work.”
The CAF holds the Addys, a creative award show, annually to determine the best in advertising across the region.
Carlos and Sergio won under the Integrated Brand Identity Campaign category – for executions that included a wrapped Transport Board bus, supermarket displays, radio ads, and television commercial – and the Out-Of-Home Interior or Exterior Signage category – for the mural which sits on the wall leading to the J.T.C Ramsay roundabout leading to the dairy.
“We want to send special thanks to Dana Rock-Murray and Charles Walcott at Pinehill for entrusting us with this project and executing their vision,” Brathwaite added. “And thank you to the other local creatives we collaborated with on this project.”
The creative pair have previous Addy award wins in the past, but Charles spoke on the importance of winning this achievement on their own: “Oftentimes as local creatives, we work hard and we don’t feel recognized. However, being able to win these awards as freelancers shows just how much we can bring to the table outside of the traditional agency system.”
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