Digicel have been one of Bolt’s longest serving sponsors, believing in him back long before we was the fastest man on the planet. The run up to the 2012 Olympics was the perfect time to celebrate this relationship, and to galvanise support behind Bolt across the Caribbean. However the campaign faces its challenges, we couldn’t mention the Olympics (woops!) and across the region many territories had their own local sprinters competing. Added to this the fact that sprinting is a solitary and rather quick event to get behind.
Luckily, in spite of the complicated challenges, the solution was a simple one. We broke down Bolt’s run into steps, and invited the people of the Caribbean, through Facebook, to become a step on his journey. Sounds simple doesn’t it? Turns out it wasn’t, but nothing good ever came easy.