The Dart Studio and Dart Sales and Marketing team received the CIMPA Award for Video of the Year for work completed in 2018 during a gala event held on 6 June at the Grand Cayman Marriott Beach Resort.
The award, which is one of eight bestowed annually by the Cayman Islands Marketing Professionals Association, was given for a video produced as part of the “Making Happier Meals” marketing campaign to support Slow Food Day 2018.
The humorous two-minute video depicts three young chefs — Jack Barwick, Wolfgang Schlitter and Ilaya Raja — driving in a pickup truck as they go to buy fresh produce from a local farm. Slow Food is a global grassroots culinary association that promotes the use of local “good, clean, fair” cooking ingredients. It was initially formed in Italy in 1986 as a form of protest to the first McDonald’s restaurant opening in Rome.
Dart Senior Manager Creative & Content Darryl Greer said his team wanted the video to highlight the differences between Slow Food and fast food in a fun way.
“The video pokes a little fun at the fast food culture, but at the same time illustrates some of the philosophies of Slow Food,” he said.
In the video, which was filmed on the farm of Clarence McLaughlin in Bodden Town, the three chefs go through a “Slow Food Drive Thru” and order at one stall, pull up to pay at another stall and are then told to “drive around the corner and collect your order by a big tree. If you see a goat, ya gone too far.” Three local farmers — McLaughlin, Errol Watler and Joy Campbell — are then shown harvesting the fresh produce, packing it into crates and then loading it into back of the pickup truck.
The video was chosen for the award over three other shortlisted videos, including the Cayman Airways “Salute” video, the Caribbean Marine Services infomercial and CIIPA Awards Gala “Pioneer” video.
“I am very happy our team was recognised for its efforts on this video,” Greer said. “It took a lot of hard work to put this together, starting with the creative and pre-production processes right on through the filming and editing. The video might be only two minutes long, but it took weeks of work by the whole Dart marketing team to put together.”
Slow Food Day 2018 was held 14 April and included a morning tasting market on the Camana Bay Crescent and a harvest dinner prepared by Pani Indian Kitchen and served on the Mizu Patio. Although previous Slow Food Day dinners had always featured a renowned guest chef from overseas, the 2018 event highlighted Caymanian Jack Barwick, fresh off his winning UK Young Chef of the Year in 2017. The Dart marketing campaign, which in addition to the video included print advertising and signage, helped sell out the dinner event without a big-name celebrity chef. The marketing effort was also one of four shortlisted nominees for CIMPA’s Campaign of the Year Award, which was won by Not Your Standard agency and Mise en Place for the “Boxed” frozen meal campaign.
Slow Food International was so impressed with the “Making Happier Meals” video that it was posted on its Caribbean and Latin America Facebook page.