PROUD TO BE
For Kalik, The Beer of The Bahamas, celebrating 50 years of independence in an over-saturated market meant finding a fresh, meaningful approach. Every brand was tapping into national pride—we needed something real. Instead of adding to the noise, we turned the spotlight on the people themselves.
#ProudToBe gave Bahamians a platform to express what independence meant to them—in their own words, through their own stories. Working closely with the client team, as well as a diverse group of Bahamian artists, musicians, chefs, and influencers, we ensured the campaign hit the right notes and truly gave people a voice.
At the heart of the campaign was a collector’s edition bottle, featuring lyrics from the national anthem—a symbol of national pride in every hand. This linked to the KalikVerse, a digital hub where people could experience the campaign in full. Bahamian influencers shared what made them #ProudToBe, offering tips on everything from cooking to entrepreneurship, while users could design their own #ProudToBe Instagram graphic—turning the campaign into a movement of self-expression and national celebration.
Through social media activations, real-time community engagement, and cultural collaborations, the campaign didn’t just celebrate independence—it let Bahamians define it for themselves.
