To surprise Jameson’s public, the Agency developed an innovative clock aligned with the brand concept. Placed in strategic spots with intense traffic flow in the city of Belo Horizonte, the clock caught the attention of drivers, yet the clockface did not show the time but the conceptual sentence: 'What’s the rush'.

In Belo Horizonte, the third largest Brazilian city and second largest in whiskey consumption, 84% of the people 18 years old and over were impacted in normal and rush-hour traffic. That means 70% (approx. 1.750.000 people) of the population got to know Jameson, with no hurry.