bmobile is Trinidad and Tobago's largest cellular network and an important client at McCann Erickson.  While BlackBerry's are sold on both networks, the marketing for each is separate.  When BlackBerry was seeking to launch the new BlackBerry Curve, a smartphone that was being marketed to teens and twentysomethings, we wanted to create a new and exciting way to reach our target audience, and hence, Tash McFash was born.

She looks like any Trinidadian girl you might know, she's friendly, fashion savvy, and most of all accessible.  Even though we initially meant to use her just to market the Curve, she has become such a huge phenomenon in the country that we have kept her as our "official" BlackBerry spokesperson.  Her fans on Facebook number in the thousands (pretty big for a population of 1.3 million!)

I'm proud to have been on the creative team and to have been the illustrator that created Tash's look.  She's been a resounding success!