Wray Residency

We knew that Wray & Nephew is enjoyed beyond its Jamaican roots, and has become representative of a lifestyle and culture that bleeds into different cultural spaces. Those who appreciate Wray & Nephew also appreciate the culture that surrounds it, from the music to the food and customs that define the Jamaican way of life.

We know our aspirational audience are either part of or heavily influenced by Black British culture but may not always feel that emotional connection to the brand.

Knowing the target audience exists to explore their cultural tastes across interests and genres so we looked to reflect that in the cultural programming. We also wanted to appreciate the idea of the come up in music - a desire to seek out the emerging artists before they hit the mainstream. Finally, we wanted to appreciate the intersectionality across this audiences - different identities that blend and clash and can be represented in our selection or artists.