Back in 2003 Jim Beam came to us with the challenge of making their brand the go-to spirit for university students. We came up with Jim Beam on Campus (or JBOC).
It’s an idea so simple, we were surprised no one else had done it: sponsor all the coolest kids on campus to become Jim Beam ambassadors and host all the biggest parties under the JBOC banner. Meanwhile, we would support the sponsorship activity with great poster collateral, event planning, competitions, and social media campaigns. Nine years on, JBOC continues to grow with a fresh batch of students, parties and creative each year.