Caribbean tourism campaigns were swimming in a sea of sameness - palm trees, white sandy beaches, etc. While certainly a picturesque island, Aruba had something more that needed to be brought to the forefront of its communications - its incredibly welcoming and friendly people. We launched a campaign that featured Aruban personalities and encouraged people to get in touch with them. This led us to the idea of sending the comedian Lewis Black to the island to find out what makes Arubans so friendly. The result was a multitude of spots that served as entertaining content on aruba.com and TVC.