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J&B WHISKY – THE POWER OF ANTICIPATION AND GIANT MIRRORBALLS

                                                                     


How can J&B Scotch Whisky move beyond its dated association with tradition and become relevant in the growing ‘release’ category, positioning itself as the world’s leading party whisky? Own the anticipation – the defining moment before the night begins – and symbolise it with a gargantuan mirrorball.

This was a global campaign for J&B, involving parties organised in unusual locations - Patagonia, and The Forbidden City palace in China as two examples - as well as cinema commercials, a strange, slightly annoying, Mirrorball man who invited you to drink responsibly, and a ton of  bar collateral all of which is included here purely for anthropological reasons.













J&B was already huge in Spain amongst a young audience, so this campaign was more taste and origins focussed, using the ampersand of the whisky as the connecting force between artful visuals (by Rachael Thomas, James Joyce and more). Then, if you figure out what on earth the films are about, you win a cocktail.