1. WhydidIchoosetosharethiscampaign…
… above all of the other great campaigns I’ve worked on?
Simple!
1. It was an NPD. I got to work with a blank canvas.
2. It was turned around in record time.
3. Hand on heart, I worked on every piece in this deck.
4. It won a Gold Global Effie. Straight-up bragging.
5. It changed people’s perception of my capabilities.
6. I’m proud of it.
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2. JimBeam
Devil’sCutLaunch
A 360° snapshot
Presented by: Magdaline Diles (pronounced like [Bruce] Willis)
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3. OUTDOOR
TVC
PRINT
DIGITAL
ONLINE CONTENT
iPhone APP
IN STORE
DISPLAYS IN STORE
PROMOS
ONLINE PROMO
OFF PREMISE
POS
ON PREMISE POS
TRADE LAUNCH
TRADE PROMO
TRADE
COMMS PARTY CREW
THE COMPONENTS
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4. This TVC was produced in Australia. It was 100% CGI. It was a proactive idea from the agency which we sold into the client and it spurred the majority of the creative
which follows.
It was so successful it was used as the global TVC for Jim Beam Devil’s Cut and led to us being appointed the global creative agency for Jim Beam which I was the
lead CPM on. A hybrid role of Account Director and Creative Project Director.
TVC
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5. OUTDOOR
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Up until this point, all Jim Beam FBS (full bottle spirit) had to be
submerged in bourbon for uniformity, but Jim Beam Devil’s Cut needed
a creative execution that set it apart from the standard product.
Based on my creative team’s direction, I engaged a re-toucher to create
the ‘flame effect’ which engulfed the base of the bottle.
The RTD (ready to drink) product needed to look a little more
refreshing given it is served cold. A re-toucher who had a background
in photography had to be sourced for this key visual given we had to
shoot the ice the product was coming out of.

6. PRINT
Prints ads were created with bespoke text tailored to the publication.
• FBS: Mining Magazine
• RTD: V8 Supercars Official Program
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7. iPhoneand
iPadAPP
The Jim Beam Devil’s Cut version of the magic eight-ball was
available for download from the app store and developed in-house.
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8. • bigpond.com/sport
• Rich media
• Banner filled screen on arrival to site
Interactive home page takeover
• foxsports.com.au
• Rich media
• Leaderboard, surrounds and header tile
Home page takeover
• messandnoise.com
• Rich media
• Expanding banners displaying video content
on interaction
Interactive page take over
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DIGITAL
• foxsport/mobile
• Rich media
• Mobile banner was interactive
• Interaction initiated video content
Interactive mobile banners
• theroar.com.au
• Multiple banners (leaderboard, mrec, etc)
• Needed to work in conjunction with each other
Standard banners
• v8supercars/calendar
• Standard banners (mrec)
Standard banners

9. ONLINECONTENT
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• Facebook applications including:
- Product story
- 3 x content videos
- 2 x Devil’s Cut recipes
- Link to Devil’s Cut iPad and iPhone app
• Content videos:
- Hype reel
- Devil’s Cut cocktail 1: DC Punch
- Devil’s Cut cocktail 2: DC Fizz

10. ONLINEPROMO
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To promote trial of the new Devil’s Cut RTD we gave away free
product via Facebook through a 25-words or less promotion.
The entry mechanic was created as a template which could be
utilised for future promotions by simply changing the header and
footer tiles.
I managed the build of the entry mechanic as well as the distribution
of prizes, which needed to include a proof-of-age stage given the
client wanted to deliver actual product direct to consumers (as
opposed to vouchers).

11. INSTORE PROMOS
In the Australian market, liquor retailers demand small GWP items
that can be given away with the purchase of product. Each store
chain requires a unique item so I worked with our in-house Premiums
Producer to source inexpensive items with a high perceived value.
I then managed the POS roll out of these GWP promotions from
creative through to print and delivery.
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12. INSTOREDISPLAYS
There is a major benefit to providing bespoke display stands that
can house product - it is the key to securing floor space.
In this case, along with my Print Producer we developed:
• Counter units to house FBS
• Large-scale 3D barrel stands to house excess stock of RTD on the
shop floor
I was heavily involved in the development of both the structure and
functionality of the displays.
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13. ONPREMPOS
I was involved in the costing, design and production of the standard
kit, which included:
• Strip posters
• Coasters (several variants)
• Table tent cards
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14. OFFPREMPOS
I was involved in the costing, design and production of the standard kit
which included:
• Wobblers
• Fridge decals
• Flood decals
• Neck tags
• Aisle signs
• Information cards
Depending on the retailer, we sometimes had the flexibly to get
creative with materials (e.g. textured / foiled / heat-reactive stock).
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15. TRADE
LAUNCH
EVENT
The theme for this launch event was the
7 DEADLY SINS, and we had them all
covered.
The venue in Melbourne, Australia was
divided into separate sections the guests
could explore. Each one captured one of
the deadly sins. From a roulette table for
greed, to a chocolate fountain for gluttony
and a performance by a stunning
contortionist to represent lust.
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16. TRADEPROMO
We wanted to get the trade excited about the RTD product launch
and encourage them to get out there and sell it.
• Each Coca-Cola Amatil state office received a large-scale 3D
Devil’s Cut barrel including an iPad
• The iPad began counting down from 666 hours
• When the counter hit 000 it revealed the bottle and coincided with
the unsupression of the product
• The state sales team member who had placed the most pre-orders
won the iPad plus a cash bonus
I was involved in the production of both the physical unit and the
iPad app / software.
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17. Trade comms need to stand out or risk getting lost under paperwork on a team member’s desk. Rather than a standard A4 single sided fact-sheet we
created a roll-fold brochure, printed on a wooden textured stock, with debossed artwork to replicate charring on wood. There was a cut-out on the front
which the bottle protruded from.
TRADECOMMS
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18. PARTYCREW
The Jim Beam promotional staff.
I was involved in the selection and briefing of the Party Crew as well as
being involved with developing their identity, outfits, support material
and give-away merchandise.
BACK to 360 THE END

19. Acoolpicincaseyouclicked…
… I love flamingos.
The end (again).