Client: Curaçao Tourist Board

Project: Brand & Campaign Development

Year: 2018

Feel It for Yourself

When you think of Curaçao, you think of sun, sand, and sea; problem is, you think the same thing about every other Caribbean island. But locals and tourists agreed that there was something about the island they couldn't quite put their finger on – a certain freedom to explore where other islands keep you chained to your resort. We went light on copy and heavy on color because, as we tagged it, you have to Feel It for Yourself.

This is obviously concept over copy – and to be honest, I'll take that deal any day. But I do love writing the manifestos that convey a big idea. Here, the insight was that Curaçao is more than a beach resort with a bunch of other Americans sunbathing next to you; it's its own community, and it takes you out of your comfort zone. When that happens, the senses get sharper and the colors get brighter.