Agency: Mekanism. Writer/Creative Direction: MJ Deery. Art Director: Jessica Wyatt. Illustrator: Alyson Thomas
Everyone knows that Bethenny Frankel’s wine and cocktails are low calorie, but are they any good? That was the purchase barrier Jim Beam challenged us with. To solve it, we launched an advocacy program on social media, commissioned a foodie watercolorist to class the place up a bit, and created a year’s worth of activities that resulted in lots of digital sharing. I’d like to say I was surprised at how willing Millennials are to swap boozy pictures on Instagram, but it looked pretty much exactly as we thought it would. Cheers, ladies.