Guys never change.

When asked to create a campaign for Jim Beam - our initial brief? Show guys ‘bonding over it’. What? Guys can bond over a beer! So we took a step back and thought about what it means to be a guy - and this came to us. If you make a friend when you’re 15 and they hit you on the shoulder as a greeting - chances are at 70 years old, they will still hit you on the shoulder to say hi. Why - because guys never change. We are creatures of habit and our relationships reflect that. And considering Jim Beam hasn’t changed recipes since 1795 - neither do they. That’s where we found the magic link to the brand.

*Recognized: One Show Shortlist, articles in various pubs, highlighted in Archive magazine