J&B is a brand that seeks to revolutionize the world of whisky through communication that surprises and that breaks conventions. J&B is launching a new product called J&B Pocket. Its main characteristic is that it’s small, and our mission was to advertise this new product.

While consuming online content, audience attention is significantly reduced after 6 seconds. We had to create a brief campaign, not only in order for it to be well received, but also so that it would actually be watched.

We created a campaign made up of different, easy-to-watch 6-second pieces, all in a humorous tone. In this way we could express the brand’s voice and at the same time present the product using the main characteristic of the piece: its short length, to convey the product’s main characteristic: its small size.

We created an 8-spot campaign, each of them 6 seconds long, to draw consumers’ attention at different moments and on different platforms throughout 2 months. This way we didn’t saturate the consumer with an overly repetitive campaign.

The campaign, with different pieces distributed on three main channels (Instagram, Facebook, and Twitter), generated 30 million impressions.