Jim Beam “No Matter Where or How”

IMPACT

TBD impressions

Jim Beam wanted to make a concerted effort to break into the largely untapped market of Hispanic consumers in the U.S. To accomplish this, they needed to lean into the various cultures within the Hispanic community, focusing on what unites Latinos including family and community, pride and heritage, hopefulness and optimism, and food, music and culture. The goal was to create a more approachable bourbon brand for Hispanics, that simultaneously aligns the brand with baseball, which is historically a secondary sport of interest for Hispanics in relation to soccer. Enter the Los Angeles Dodgers and future hall-of-fame baseball legend Adrián González. The agency and brand teams leveraged Green Sky Director Adam Green to direct the shoot while also capturing stills throughout the day that would be used for both print and digital assets throughout the campaign. We collaborated with agency partner GSE and Jim Beam to plan and produce a variety of hard working video and stills that would be used to promote via POS, in stadium and paid social (see below for examples of collateral created from the assets captured during the 2-day shoot)