The Works makes global history for Jim Beam

The Works makes global history for Jim Beam
SHARE
THIS



Independent Sydney agency The Works is set to roll out Jim Beam’s first ever global brand campaign.

The local agency will work in collaboration with New York’s Strawberry Frog and Hamburg’s Jung von Matt to launch the ‘Make History’ campaign. The trio of incumbent agencies who have all previously worked on the Jim Bean brand are calling themselves Future Works.  

Future Works was awarded the work following a global pitch earlier this year.

The Works has already produced the first local iteration of ‘Make History’, when it turned Bondi’s Icebergs swimming pool into a giant esky with giant cans of Jim Beam in March. This was the first time the ‘Make History’ positioning was put into action.

Damian Pincus, creative partner at The Works, said: “This is the culmination of 10 years working on the Jim Beam brand. After cracking ‘The Bourbon’ positioning, which was used around the world, this is a fantastic opportunity to work with our other agency partners on yet another global idea.

“’Make History’ will cement Jim Beam as a major global player in the market and it is a positioning that is authentic to the heritage of the brand.”

‘Make History’ will span TV, digital, social, print and out-of-home, and will be complemented with activation and promotional activities. The campaign will launch in the world’s two biggest bourbon markets – the US and Australia – in the fourth quarter of 2013, with other markets to follow.

Kevin George, global chief marketing officer for Jim Beam, said: “’Make History’ is a call to action to consumers to be inspired  by the legacy of Jim Beam to go make some history of their own, be it a memorable night out with friends or putting their stamp on the world as they pursue their dreams.

“At its core, this campaign celebrates those who turn everyday moments into memorable stories, just like Jim Beam has been doing for generations.” 

Please login with linkedin to comment

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.