Brief: Get America to share an ice-cold Coca-Cola at McDonald’s with everyone during the 2018 FIFA World Cup.

Idea: Use the ubiquitous McDonald's cup as a noise maker to unite fans and share their World Cup support all the way from Russia. Make it a digital promotion where the more noise they make, the more chances to win a free trip for two to Moscow for the final!



We designed cups and balls for 31 of the 32 teams. Sorry, India. Sanctions are a thing.

Of course it was mobile-accessible because who doesn't eat QSR on the run? Especially when the next matches are almost kicking off.

 

Celebrate the first Official Bourbon of the Chicago Cubs AND connect fans with a new way to show their love for the Cubs and Jim Beam. AND, don't jinx it.

Task: Create a first of its kind, immersive, multi-sensory, multi-city experience that showcases four legendary bourbons, equally. Need a drink? Exactly.

Solve: That's what we created on this exciting ride: the Bourbon Legends Boxcar Tour. At sold-out stops in five cities, it transported bourbon fans to each brand's iconic distillery. It drove new appreciation and converted fans all along their bourbon journey to discover at least one new favorite bourbon. More likely two new favorites.

And when we hit Chicago, we set up bourbon station right near the ivy in the outfield of legendary Wrigley Field.

The Assignment: "Beat Jack Daniels' X-Mas barrel tree."
The Solution: The first ever 3-D Light Show with live 3-D Projection Mapping on their 9-story barrel house at the Clermont, KY distillery. They came in droves over the 3-week run and enjoyed holiday cocktails, ice carving, carolers, an extra large interactive light brite and all the other festivities. We raised holiday spirits and welcomed a few new members of the Jim Beam family.
The 3-D Projection Mapping video:

The :30 promo spot:


And then they asked us to do it again, only better:

Introduce a 90 proof bourbon to a skeptical audience. Get them to try it. And add it to their ever-growing "repertoire" of bourbons. Thrill them! Clients ask. Clients receive.

Help put the fun back in a fun vodka. And while you're at it, inspire suburbanite women with the right vodka cocktails to unlock the playful potential of any occasion. 

YEAR ONE: We revamped the existing work. Kept some elements. Released a few. And reinvigorated the personality of the brand. And we mixed them all up nicely in quarterly program cocktails of POS, activations and promotions that made Pinnacle delightfully easy for consumers to enjoy.







YEAR TWO: While redefining the brand's essence (look, feel and personality) in the following year, we still had plenty of product out there on shelf to sell. So, we bridged the gap from old campaign to new with a hardworking program and empowered cocktail making moms with whimsical whit and inventiveness that we established in year one.

Jack Daniel's always geared up for football season. But there was an opportunity to leverage football fanaticism to get Jack's cleated foot into the tailgating arena.

Just give football fans/drinkers a set of rules to "play" by. Get them out there at multiple touchpoints. And make them engaging from the stadium blacktop to the backyard to the bar. To allow fans to distinguish themselves from the stereotypical tailgater. And remind them what it means to be a Jack man or woman—it's more than how you carry yourself, it's how your carry your cocktail, too.

Because no matter what your team colors, true fandom is always black and white.