AGAINST THE PRESSURE
Art Direction
Team: Sebastián Cadena, Maria Sousa, Enrique Castro
Student project
RECOGNITION:
AGAINST THE PRESSURE
Art Direction
Team: Sebastián Cadena, Maria Sousa, Enrique Castro
RECOGNITION:
CHALLENGE:
Reimagine Jim Beam as a culturally relevant alcohol-free brand, connecting with Gen Z through a distinctive identity and meaningful social experiences while preserving its legacy.
CHALLENGE:
Reimagine Jim Beam as a culturally relevant alcohol-free brand, connecting with Gen Z through a distinctive identity and meaningful social experiences while preserving its legacy.
SOLUTION:
A campaign that transforms social pressure into a conversation through a bold visual identity applied to both the product and the campaign. By making the invisible weight of social expectations tangible, the initiative encourages discussion and challenges drinking norms. Expanding beyond packaging, digital activations amplified the message across Gen Z’s favorite platforms, fostering a cultural shift where drinking is always a choice, never an obligation.
SOLUTION:
A campaign that transforms social pressure into a conversation through a bold visual identity applied to both the product and the campaign. By making the invisible weight of social expectations tangible, the initiative encourages discussion and challenges drinking norms. Expanding beyond packaging, digital activations amplified the message across Gen Z’s favorite platforms, fostering a cultural shift where drinking is always a choice, never an obligation.
Next Project
Next Project
