can’t wait
challenge
You can find an iconic J&B bottle in almost any bar, but you won’t find younger drinkers ordering it. Movie cameos in the '70s and '80s that brought fame mean nothing; it’s a name without meaning.
The new Can’t Wait platform gave J&B a reason to leave the leather armchairs behind. Built around the joy of unfiltered belonging and memories created with chosen families, it reframed the brand for a generation who live in the moment.
SOLUTION
Over 18 months, alongside my former creative partner, I co-created the brand’s revival. Delivering a full toolkit of assets that reintroduced J&B to the world.
Senior copywriter and creative.
Strategic development right through to the transformation of a new global brand platform. As lead creatives we produced the brand's entire campaign from start to finish. Oversaw a team of in-house designers and editors, producing integrated assets across film, print and digital.
ROLE & Responsibilities
AGENCY & TEAM
VIRTUE
Creative Director:
Larissa Elliott
Creatives:
Michael Venner & Andrea Vergara
Director: Luciano Ruiz
Senior Producer: Alexander Nally
Lead Editor: Oli Mason