Wed | Mar 29, 2017

UWI makes 'The Cut'

Published:Wednesday | November 5, 2014 | 11:00 AM
Contributed (From left): Kamal Powell, brand PR manager at Red Stripe; Sheldon Whyte and Ras Kassa talk about the excitement leading up to Make the Cut at UWI recently.

Red Stripe took its Drink Right Make the Cut drive to the UWI campus (Mona), after visiting UTECH and the Edna Manley College over the past three weeks. The company's aim is to get the absolute best out of entrants and ensure their offerings are up-to-scratch, by providing as much help and information as possible. The latest movement is all about finding the best and most suited person to create a new ad for the Drink Right campaign, which encourages responsible drinking.

This week, one of the competition's three judges, acclaimed producer/director Ras Kassa, was on hand to speak with students and answer their queries. Never a man of few words, Kassa gave some golden nuggets of advice to business students at UWI, who were particularly enthusiastic about the project, but still appreciated the professional assistance on offer. Kassa went on to say that in his opinion, the majority of Jamaican television advertisements tend to be very conservative and "safe", and encouraged students who enter to "think outside the box" and gave examples of work he appreciates outside of Jamaica. He also asked that they research their ideas and make the best possible advert for Red Stripe.

Kamal Powell, brand PR manager at Red Stripe, excited the crowd with the declaration of prizes to be won; first place gets $150,000 and a trip to the New York Film School for a week's course, worth around USD$1,500. A prize over which many, no doubt, will be excited. The presence of Ras Kassa provided excitement amongst students, who flooded him with questions, most of which he unfortunately didn't have time to answer. But you can be sure of one thing, with Kassa, Storm Saulter, and Gabrielle Blackwood, as guest mentors on-board the project, students will have the best help available in order to produce a fantastic Drink Right campaign advert.