Is time saved by working from home really saved? We're actually working longer. 35% longer. As people navigate massive disruption to daily life, they’ve created new cocktail rituals that allow them to reclaim their time and space and provide a restorative moment of pause. The new reality of no commutes, no social gatherings after work and no bar-room banter opened up a window that needed a name and was calling for a new occasion: 6ourbon 7ime. A platform that encourages people to take 1 hour everyday for themselves from 6–7pm, typically reserved for happy hour or the commute.

Is time saved by working from home really saved? We're actually working longer. 35% longer. As people navigate massive disruption to daily life, they’ve created new cocktail rituals that allow them to reclaim their time and space and provide a restorative moment of pause. The new reality of no commutes, no social gatherings after work and no bar-room banter opened up a window that needed a name and was calling for a new occasion:

6ourbon 7ime - it’s right in the name, 6–7pm. Inviting consumers to reclaim that hour at the end of the day, to set aside a space to sit back and savor a moment for themselves. Building around that evening ritual, the campaign look and feel uses numerous cues (logo, photography, colors, etc) to remind you that 6:00 means it’s time to close your laptop, kick back and slow down.

We treat every execution as an invitation to enjoy 6ourbon 7ime. Carrying over our design system to multichannel digital platforms, we crafted serene spaces where users can immerse themselves into the spirit of 6ourbon 7ime. Videos made specifically for social feeds cut through the clutter with clean backgrounds and bold drinks, with a user’s POV in mind as a hand comes in to collect an evening cocktail. All our platforms drive to the microsite’s full 6ourbon 7ime experience – a downloadable calendar block to reserve your time from 6–7pm, a playlist to set the mood for evening enjoyment, and gorgeous full screen recipe inspiration. Woven throughout is rich magic-hour photography, custom hand-stamped type and intentional spacing that allows elements to breathe. Our modular system creates a rich scrolling experience with room for more 6ourbon 7ime programming to come.

Beam gave people the very thing they’ve been missing due to the pandemic, permission to reclaim their space and time. One full hour to relax and decompress. Without pings, chimes or dings. Our website 6ourbon7ime.com gave people the opportunity to literally block their calendars with a custom calendar invite function. The initial campaign message resonated, driving over 323 million impressions garnering 5,000 social mentions and driving 50,000 unique visitors to the website and initiated over 1,400 calendars blocks in the first 6 weeks.