Jim Beam’s first mandate 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.
But they wanted to Make History, so it was history we’ve made.
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 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 song ‘Alien’ by Wild Nothing, launched exclusively on Jim Beam’s platforms.
The participating spaces subsequently became the first trade channels for the brand in São Paulo’s now hippest neighbourhood.