PARTY by Grey Mexico for J&b

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PARTY

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Industry Whiskey
Media Promo & PR
Market Mexico
Agency Grey Mexico
Director Israel Rincón Ramirez
Associate Creative Director Manuel Vera
Art Director Christian Valderrama Gómez
Producer Luz Canobbio, Andrés Jasso
Account Supervisor Jorge Souza
Released August 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: DIAGEO
Product/Service: WHISKY
Agency: GREY MEXICO
Date of First Appearance: Aug 3 2010
Entrant Company: GREY MEXICO, MEXICO
Chief Creative Officer: Andres Martínez Echevarria (Grey México)
Associate Creative Director: Manuel Vera (Grey México)
Art Director: Christian Valderrama (Grey México)
Trainee: Rubén Alcántara (Grey México)
Producer: Luz Canobbio (Grey México)
Director: Israel Rincón Ramirez (Rojo Films)
Producer: Andrés Jasso (Rojo Films)
Account Supervisor: Jorge Souza (Grey México)
Media placement: ACTIVATION - Manhole/news Paper Box/trash Can - 3 August

Describe the objective of the promotion.
The goal was to show people in Mexico, that J&B whisky is more fun than Tequila.

Describe how the promotion developed from concept to implementation.
Under the base of the J&B "start a party anytime, anywhere" slogan we decided to applied it in most unexpected ways and places, to communicate that J&B whisky is a drink to have fun with, instead of tequila.

Explain why the method of promotion was most relevant to the product or service.
We´ve showed that whisky can be fun anytime, anywhere, against tequila.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The partiers in Mexico started thinking that whisky can be more fun than tequila. Now in clubs and bars, more and more people are partying with J&B, instead of tequila.