Agency: La Cuevita Publico
Client: Non-profit Initiative
Campaign: The One Love Rhythm
Category: Print, Digital, Social
Year: 2025
Client: Non-profit Initiative
Campaign: The One Love Rhythm
Category: Print, Digital, Social
Year: 2025
Description:
Disaster communication typically relies on images of devastation, urgency and shock. The One Love Rhythm was conceived as a non-profit solidarity initiative created to mobilize immediate donations in support of Jamaica following the hurricane that struck the island in December 2025.
Disaster communication typically relies on images of devastation, urgency and shock. The One Love Rhythm was conceived as a non-profit solidarity initiative created to mobilize immediate donations in support of Jamaica following the hurricane that struck the island in December 2025.
The campaign is rooted in a powerful cultural insight. Jamaica’s global identity is deeply connected to Reggae and the “One Love” philosophy, a universal symbol of resilience, unity and hope. Rather than employing fear-driven narratives, the concept leverages this existing emotional equity.
Visually, the campaign deliberately avoids traditional disaster imagery. Instead of portraying destruction, it centers on the intimate ritual of music. A record player becomes the emotional anchor, symbolizing connection, memory and continuity. This reframes donation as an act of preserving rhythm rather than reacting to crisis.
The execution embraces a warm, luminous and inviting aesthetic. Soft lighting and vibrant tones contrast with expected catastrophe visuals, creating a space that encourages empathy and reflection. Viewers are invited to help sustain the rhythm of hope.
The One Love Rhythm transforms urgency into solidarity. By linking recovery with culture, identity and collective emotion, the campaign positions support not only as financial aid, but as a gesture that protects the spirit and cultural heartbeat of Jamaica.
The campaign was selected within the ACT Responsible collection on AdForum, highlighting its contribution to socially responsible communication. It was also featured on Ads of the World and Best Ads on TV, where it earned a Best Six of the Week distinction in December 2025.
✨ “One good thing about music, when it hits you, you feel no pain.”
-Bob Marley-