Unexpected parties start with J&B

J&B Whisky had been around for years but was completely off the radar for Australians. As a blended whisky which is easy drinking and can be mixed with pretty much anything, the perfect target for re-launching J&B back into Australia was to the ever the elusive 18-24 year olds.

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The idea was all centred around spontaneous fun and the mixing of unexpected elements to create an amplified sense of fun. What kind of party can you start by combining random 'J' words with incompatible 'B's'? This sparked a never-ending source of social content, from party ideas to cocktails and everything in-between.

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There was also a huge burst of large format oOH and transit sites focussed around metro areas around the summer holiday party season. We also held a huge club takeover, hosting 3 alternative J&B party themes in the one venue for one night only… and it went off!