In May 2006, Haitians went to bed unknowingly that the next day would mark a red revolution, the red of Digicel.
Indeed, when nothing hinted at it the day before, those waking up on May 3, 2006, discovered a billboard campaign unprecedented in the country's history. To emphasize its impact, all electronic media broadcasted Digicel's ads – the first to be in Haitian Creole in the mobile phone sector. Le Nouvelliste, a local newspaper, even featured a front page designed by Digicel.
The entire marketing campai