Took the Jim Beam’s national ad campaign, “Need a Break From Beer,” and made it relevant to bartenders through a buzz-worthy activation.

Jim Beam’s national campaign “Need a Break from Beer?” went live shortly after COVID lockdowns ended. We decided to conceptualize a touring trade event to give bartenders a bit of support and an avenue to let out all their frustrations emerging from a very challenging year. So we invited key trade to break rooms where they could let out their grievances by smashing a variety of bar staples such as POS printers, cash registers, blenders and TVs.