Posted by: Posterscope SA | May 1, 2009

J&B Start a Party

For the last few months every town, city, club and tavern in South Africa has experienced J&B’s Start a Party campaign. The brief from Brandhouse was to launch the new J&B campaign in South Africa and establish the mirror ball as an icon. The insight is that J&B is a brand that symbolises the party and with J&B one can Start a Party anywhere, anytime. 

There was a three part strategy developed by Posterscope:

1. Create a teaser campaign to introduce the iconic mirror ball and demonstrate that you can start a party anywhere

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2. Placement of the ball in situ to demonstrate the iconic status of the mirror ball in places such as the airports, J&B Met, Whiskey Festival, Clubs and the J&B cd launch. The mirror ball was even seen on Mt Aconcagua in South America.

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3. Dominate key consumption zones: taverns in Soweto, Melville JHB and Long Street Cape Town. This included bus shelters, street pole ads, billboards, wraps and contravision.

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This fully integrated campaign was one the most exciting campaigns to come out of 2008/2009 and was a finalist for the 2009 Roger Garlick Awards.

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