34. JUICY TEMPLES
“Caribbean youth are very much influenced by hiphop culture in the States: They trick out their cars and they fly to Miami to go shopping,” notes Devin Edwards, Cable & Wireless representative in the islands.

This urge for connectedness formed the core strategy in launching the HipTop—a portable device combining phone, PDA, web browser, and camera capabilities—to the region. Ironically, the launch’s challenges flowed out of that same connectedness: T-Mobile had already launched the Sidekick in the States, and its heavy media promotion had bled over into the islands.

C&W and Juicy Temples set out to differentiate the HipTop as more relevant to the islands’ sensibilities and spirit. “‘Hello Little Planet’ suggests that, with this cool device, people on the islands have access to the whole world. It promotes the idea of togetherness,” says Klaus Heesch, art director at Juicy Temples. The Hip- Top team steered clear of the Sidekick’s masculine, spy-gadget launch theme, opting for a more inclusive approach. Siege’s stylistic and subtle touches in the illustrations give the campaign an island vibe: palm trees and strong suns, the richly ornate print on clothes. “It’s about expressing yourself, and seeking out the world at the same time,” says Edwards, “and Juicy Temples got the message and the imagery right on.” Jude Stewart