Jim Beam Makes History

Jim Beam today launches a major new above-the-line campaign, From the Barrel to Bondi, featuring its recent stunt of turning the iconic Bondi Icebergs pool into the world’s largest Esky cooler.

 

The spot starts in Kentucky at the Jim Beam Rackhouse, telling the story of how for the past 218 years Jim Beam has been crafting the world’s number one bourbon for consumers to enjoy. It follows with Jim Beam workers producing oversized Jim Beam cans. Continuing the journey of Jim Beam the TVC cuts to helicopters flying over Sydney carrying the giant cans which are then carefully placed into the world’s largest Esky cooler at Bondi Icebergs with revelers partying alongside. 

 

 

Ray Noble, brand director bourbon, Beam said: “From the Barrel to Bondi is the biggest brand communications campaign Jim Beam has launched in Australia. It reinforces the time, care and attention Beam spends crafting its bourbon and reinforces its heritage and quality cues while celebrating the fun and social aspect of Jim Beam our consumers’ love.”

 

From the Barrel to Bondi will launch during the ANZAC Day AFL clash between Essendon and Collingwood, as well as the NRL match between St George Illawarra and Sydney Roosters. The 45-second spot, which includes 30 and 15 second cut downs, will be aired nationally across free-to-air TV, pay TV, cinema and will also include online and outdoor executions.

 

The campaign created by advertising agency The Works is part of a multi-million dollar investment by Jim Beam and marks the first phase of the new global Jim Beam ‘Make History’ positioning to be launched in Australia. Further marketing initiatives will be rolled out throughout 2013 and into 2014.

 

Noble adds: “Since 1795 Jim Beam has delivered quality but like all brands it needs to remain relevant in the changing environment and embrace the new millennial spirit of today’s consumer.”

 

Paul Swann, creative partner of The Works added: “Make History is a recognition not only of Jim Beam’s quality heritage but it also acknowledges significant history making moments that happen in people’s lives, whether it’s achieving a personal ambition or celebrating memorable occasions with friends and family.

 

Credits 

 

Client: Beam Australia

Advertising Agency: The Works

Creative Partners: Damian Pincus and Paul Swann

Art Director: Guy Patrick

Copywriter: Nathan Bilton

Executive Producer Craig Bolles

Content Producer: Tristan Drummond

Creative Project Leader: Lindsey Bugeja

Production: Exit Films

Director: Ben Saunders

Production Producer: Kat Latour

Editing: The Butchery

Sound: Electric Dreams

VFX: Fin Design