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J&B: Hay Ganas
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J&B, the iconic Diageo's best-selling whiskey brand in Spain, has launched an ambitious campaign to communicate its new positioning. Under the concept of "Hay ganas", the campaign brings to life that flame that we Spaniards carry within us, that pushes us to live everything intensely, and always wanting to socialize and share with others. The campaign was created by the independent agency El Ruso de Rocky in collaboration with PHD media agency. The concept was launched a few weeks ago with an ambitious OOH campaign, which is now complemented by a powerful audiovisual content signed by Tony Kaye, the British director responsible for iconic films such as American History X, and legendary videoclips of great bands such as Red Hot Chili Peppers, Soul Asylum or Johnny Cash. The campaign was shot with Lobo Kane in the city of San Sebastián in iconic locations such as La Concha beach with real characters and street casting, and led by Rosa, the owner of a bar in the city center and a very popular character in the city's hospitality industry. The soundtrack that crowns the piece and aims to become the people´s anthem of the return to the new normal, is a version of “The passenger”, the iconic piece by Iggy Pop.
Brand team: Carlos Magaña, Adam Marks, Úrsula Mejía-Melgar, Ignacio Navarro, Inês Fonseca, Rocío Ruano Related
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