CG
Insuring the spirit of the West Indies.
INSIGHT
When victories faded, so did pride.
Cricket isn’t just a sport in the West Indies, it’s the region’s soul, rhythm, and identity. For generations, cricket was the force that united nine island nations under one banner. When the “Windies” ruled the world stage, every boundary hit felt like a collective heartbeat.
But as victories faded, so did pride. Disappointment became a quiet heartbreak shared across beaches, bars, and living rooms. The islands that once celebrated together began to drift apart.
CG is an insurance brand built to protect against property loss. But through our cricket sponsorship, we saw a deeper responsibility – not to just safeguard property, but to defend something far more fragile: the spirit of a people.
IDEA
Protect what gives life meaning.
When the West Indies hosted the 2024 ICC Men’s T20 Cricket World Cup, CG Insurance transformed its title sponsorship into a living, breathing celebration of Caribbean pride. We created a campaign that united nine islands through three complementary content series, each representing a different era of Windies culture: Past, Present, and Future.
In Sir on the Street, fast-bowling legend Sir Curtly Ambrose reconnected fans with the humor and swagger that defined their golden era.
In Legends, Lessons & Life, an 11-year-old Barbadian interviewer bridged generations through laughter and wisdom.
And in West Indies Deyah, former captain-turned-music-star Dwayne “DJ” Bravo dropped a new anthem— a rallying cry heard from Kingston to Bridgetown.
Each story carried one truth: CG doesn’t just insure lives. It insures the pride, connection,and belonging that gives life meaning.
10,582
%increase in likes
3,704
%increase in shares
2,922
%increase in views
25
%increased engagement rate
IMPACT
A region remembers who they are.
The work transformed CG from a faceless insurer into a cultural conduit. Fans didn’t just see a brand, they felt it.
“West Indies Deyah” played in stadiums and across radio airwaves. The islands sang together again.
More than numbers, it restored a feeling thought to be lost, reminding the Caribbean that some things are too precious to insure, yet worth protecting all the same.
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