Delivering the spirit of footy.
The AFL Finals season is one of the most popular Australian sporting moments of the year. And with fans largely trapped at home thanks to Covid, Jim Beam needed to be extra memorable to reach the footy faithful.
Sporting events are the most congested for alcohol advertising — getting cut through is as tough as winning the final itself (the 2018 AFL grand final alone saw 0.7 occurrences of alcohol advertising per minute). To get the message across the line, we decided to deliver an earworm like no other.
If Jim Beam is the official spirit of the AFL, then Jimmy Brings represents the glorious spirit of arrival. To consummate the beautiful marriage, we turned to the age-old tradition of the team chant. The Jimmerick was born: an impossibly catchy tongue twisting limerick across TV and radio.
“As soon as we were presented with the ‘Jimmerick’ concept by Paper Moose, we knew we had our hands on a memorable and hopefully iconic idea.”
- Jamie Gagliardi, Head of Marketing, Jimmy Brings