J&B is a brand that combines tradition with modern values, reinventing whisky and the way it talks to consumers.

So…how do we reinvent a birthday greeting?

We decided to update an old Spanish tradition: ear tweaking. A ritual that consists of tweaking an ear as many times as its owner’s age on their birthday. A rather painful tradition.

We launched One Ear Older; the definitive digital ear tweaker. Using the latest technology, any user could upload a photo and create a 3D avatar. This new creature would react to ear tweaking and even mouse movements. At last your tweak-suffering ears got the break they deserve.

- Over 1.2m people wished others a Happy Birthday using One Ear Older.

- 19% of J&B's database was reactivated.

- 54% of users shared their giant ear in the social networks, mainly using Facebook.

- 64,310 users created their own giant ear, surpassing the initial objective of 25,000 giant ears by 257%.