Red Stripe's 'Make the Cut' finds young talent
The winner of Red Stripe's 'Make the Cut' TV commercial competition was unveiled on Wednesday, December 3, at the Terra Nova All-Suite Hotel. It was a grand event as supporters of the finalists came out in numbers for the big announcement.
In the weeks prior to the contest, some of Jamaica's most creative and socially conscious young directors submitted their interpretation of what responsible drinking means. From the many entries that were submitted only 10 were selected and the winners chosen. The winner of the 2014 Make the Cut title went to Lionel 'Dukie' Thompson. Second and third place went to Aldwayne Tomlinson and Damion Radcliffe, respectively.
The Make the Cut competition is a spin-off from Red Stripe's responsible drinking campaign, 'Drink Right'. The young filmmakers were asked to creatively interpret the slogan 'Right Age, Right Amount, Right Way' and produce a 30-second TV commercial. The judges include filmmakers/producers Carlene Samuels, Natalie Thompson and Gabrielle Blackwood.
Red Stripe's brand public-relations manager, Kamal Powell, said the quality of submissions speaks volumes both to the talent level of Jamaica's young cinematographers, as well as the passion they share for promoting responsible drinking.
"I am pleased to be part of such an incredible venture. It shows just how talented Jamaicans are, and with the exposure that we are able to provide for them, surely it will help push their career," said Powell.
"We can't stress how important responsible drinking is, and through this medium we are sure to get the message across and have it resonate with our audience. We are overwhelmed with the efforts that these young filmmakers have invested, and the winners are well deserved," Powell added.
There were two lucky winners of a Spirit Award. The recipients of this award were Jesane Jackson and Stephanie Channer. The judges believed that their videos were extremely good and that they deserved to be recognized, even though they were not able to make it to the top ten.
Lionel 'Dukie' Thompson, along with having his commercial aired on television, will receive an all-expense paid trip to attend the New York Film Academy for a one-week course in Directing from January 11-17.