︎︎︎ OVERVIEW:
Jim Beam’s first objective in Brazil was to attract urban millennials and get them to experience the “history making” power of the brand. A challenge easier said than done in a market completely dominated by much larger players with established market shares, big budgets and a completely closed-off on-and-off trade territory.
We’ve centred our efforts on the new up-and-coming central area of the country’s largest city, São Paulo, in order to capture the highest influx of trendsetters that in turn influence the whole country.
Together, we’ve created with over 8.000 participants a series of interconnected parties and experiences to the sound of international bands playing simultaneously at squares, alleys, private apartments and hidden bars.
Unbeknownst to the audience, the event generated in real-time an unprecedented video-clip for the new song ‘Alien’ by Wild Nothing, launched exclusively on Jim Beam’s platforms.
Jim Beam’s first objective in Brazil was to attract urban millennials and get them to experience the “history making” power of the brand. A challenge easier said than done in a market completely dominated by much larger players with established market shares, big budgets and a completely closed-off on-and-off trade territory.
We’ve centred our efforts on the new up-and-coming central area of the country’s largest city, São Paulo, in order to capture the highest influx of trendsetters that in turn influence the whole country.
Together, we’ve created with over 8.000 participants a series of interconnected parties and experiences to the sound of international bands playing simultaneously at squares, alleys, private apartments and hidden bars.
Unbeknownst to the audience, the event generated in real-time an unprecedented video-clip for the new song ‘Alien’ by Wild Nothing, launched exclusively on Jim Beam’s platforms.
︎︎︎ RESULTS:
• More than 8.000 people attended the event;
• 32 million impacts;
• + R$ 2.5MM in earned media;
• More than 8.000 people attended the event;
• 32 million impacts;
• + R$ 2.5MM in earned media;
︎︎︎ CASE STUDY:
︎︎︎LANDING PAGE:![]()
︎︎︎ EVENT RECAP VIDEO:
︎︎︎ PROJECT INFO:
Brand: Jim Beam
Agency: CUBOCC
My role: Creative Director, Copywriter
Year: 2016
Brand: Jim Beam
Agency: CUBOCC
My role: Creative Director, Copywriter
Year: 2016
︎︎︎ TEAM:
CUBOCC:
CEO: Roberto Martini
CCO: Andre Matarazzo
Creative Director / CW: Andre Matarazzo, Daniel Busch
AD & Design: Juliano Shimizu, Caio Sartori
Strategy Leader: Andre Gibin
& team.
HOOD (Event Agency):
CEO: Marco Arioli
Creative Strategist: Matheus Dick Lee
& team.
CUBOCC:
CEO: Roberto Martini
CCO: Andre Matarazzo
Creative Director / CW: Andre Matarazzo, Daniel Busch
AD & Design: Juliano Shimizu, Caio Sartori
Strategy Leader: Andre Gibin
& team.
HOOD (Event Agency):
CEO: Marco Arioli
Creative Strategist: Matheus Dick Lee
& team.