Jamaica experienced a financial meltdown in the 90s and out of that experience, the Jamaica Deposit Insurance Corporation was created to safeguard the savings of depositors from any future occurrence. In 2020 the depositor's protection threshold was increased from $600,000 to $1.2 million. The JDIC wanted to build a public awareness campaign to inform the nation of the change.
“You Have Been Upgraded” was the message construct the campaign was built on. The concept was further emboldened by the transitional treatment of the images moving from grey to colour to visually tie the image to the headline. The campaign ran for 2 years and is one of our largest to date.
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