Jim Beam, 7 Stages of Defeat
360 (OLV, digital, influencer, PR)

Every year, 96% of NFL fans end their season in disappointment. So during this year's playoffs, we helped Jim Beam guide these fans through the "7 Stages of Defeat." With the help of someone who knows disappointment well: Lions superfan, Keegan-Michael Key.

As part of the campaign, we created a care package with seven items designed to help fans power through each stage of defeat. Everything from a black mourning jersey to “No need to be bitter” cocktail bitters. Care packages were dropped after each playoff game, and were snatched up by fans of losing teams within minutes.

Press: Forbes, People, Yahoo News, AdAge

Client: Jim Beam
Credits: Ryan Bucci, Chris Bailey, Amanda Green, Michael Skoog, Cody Mindling