J&B

Long-term project developed with the aim of establishing a distinctive brand voice within the Spanish cultural context. Rather than a one-off campaign, the work focused on defining a holistic brand tone -visual, verbal and cultural- capable of renewing J&B's perception and reconnecting the brand with a younger audience through attitude rather than traditional advertising messaging.

The strategy was based on linking the brand to contemporary cultural milestones, such as Feria de Abril or Madrid Pride, moving away from conventional advertising codes and adopting a freer, fresher and more spontaneous tone, allowing the brand to engage with culture naturally and playfully.