‘You, Unscripted’ was a national advertisement campaign rolled out by the U.S.V.I’s Department of Tourism back in 2010. I know this may seem a bit late, but when I finally saw it, I was head-over-heels. This campaign was nothing short of brilliant. It features a new creative direction from the Department by integrating a new Mocko Jumbie logo (picture to your left) together with the ‘You, Unscripted’ campaign — stunning scenery, cultural and historical icons and activities that highlight the beauty and diversity of a vacation experience in the U.S. Virgin Islands.
”You, Unscripted’ touched on the theme of travelers (tourists) who have “lost” their everyday identity and “found” a new one through their vacation experience. Across the three islands are featured iconic images and scenery special to each particular island. The advertisements were to communicate the idea that visitors can “script” their own interpretation of exploration, adventure, romance and more in the U.S. Virgin Islands.
The $6 million dollar campaign consisted of 30-second TV spots, magazines, newspaper and internet advertising. The advertisements shown in: Bridal and Romance, African American, Dive, Culture & Heritage, Sailing & Yachting and Meetings & Incentives and more.
My favorite aspect of the campaign were the images on the advertisements shown below. Each one is visually stunning, simplistic, and most importantly, evokes powerful emotions. The Department of Tourism’s adverting agency, JWT, did a fantastic job working with the local vendors on all three islands to produce these beautiful images. The ads were shot on all three islands and they featured actual residents of the Virgin Islands. In addition, the soundtrack for the radio and TV ads was recorded by the Rising Stars Steel Orchestra. How cool is this? This entire campaign was made in the V.I., giving people jobs and pumping money into the local economy. But more importantly — it was authentic.
Here is a sample of the advertisements used in the ‘You, Unscripted’ campaign:
The last advertisement was my personal favorite. The shot was taken on St. John at the Annaburg Plantation, site of my high school graduation.
If you want to learn more about this campaign, check it out here.
What do you guys think of this campaign? Let me know.