Western Union has launched a first-of-its kind campaign that celebrates Jamaican language and culture in Philadelphia, and it features Philadelphia’s own DJ Drama, a GRAMMY Award winner and newly crowned BET Hip-Hop DJ of the Year; and Jamaican Dancehall singjay Mr. Vegas to capture the essence of both cultures in one seamless activation.
The “Boonununus” campaign which runs up to December 31, 2022 is rooted in the insight that when people send money, they are sending love, possibilities, support, and the opportunity to create more happy moments and memories. Jamaicans use the word “boonununus” to describe something delightful and pleasing. Centering the campaign around the “boonununus” moment of sending money via Western Union free of charge is the perfect opportunity to celebrate Jamaica in a unique way.
The goal of the “Boonununus” campaign is to create an ecosystem of happy moments anchored in giving back to the community and merged with passion points like music and dancing. The result is a unique, ground-breaking musical collaboration between the Philly-native DJ Drama and Mr. Vegas, one of Jamaica’s most recognized voices in Dancehall.
DJ Drama was tapped for the “Boonununus” campaign based on his love for his Philly roots, family, friends, and supporters. Mr. Vegas, one of Jamaican dancehall’s most successful and distinctive artistes, was a seamless match for a collaboration as the idea for the campaign took root. After four days working in studio in separate locations, they landed “Boonununus” with its signature rally cry and just might have a hit single in the making.