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.”