Can’t Wait
Creating a world for a whisky brand, that didn’t want to look like a whisky brand.
Can’t Wait is more than a platform, it’s a reminder of how rewarding unfiltered belonging can be. Over 1.5 years we channeled this feeling into the brand’s revival, leading creative and shooting a global toolkit
of assets.
We resisted boring Responsible Drinking messaging that’s flooded the market and instead tailored messaging around our incredible cast.
Role
Senior creative team.
Responsibilities
We developed a local brand-initiated campaign, getting hands-on with strategic development, transforming it into a global brand platform. As lead creatives we produced the brand's entire campaign from start to finish. Led discussions with the lead design agency to redefine J&B’s new brand world. Oversaw a team of in-house designers and editors, producing integrated assets across film, print and digital.
Agency
VIRTUE
