Cannes Lions

6 seconds

EL RUSO DE ROCKY, Madrid / J&B / 2019

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Overview

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Credits

Overview

Background

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.

Idea

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.

Strategy

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.

Execution

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.

Outcome

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

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