Back in '87 rare scotch brand J&B were looking for some new advertising. A campaign that was "fresher, younger & more alive" than their old stuff. So they approached the small Manhattan agency Grace & Rothschild.
The agency's initial proposal went down like a lead balloon, nearly losing them the account. But they got a stay of execution, 3 weeks to come up with something better. And they did. Roy Grace & Diane Rothschild went back to the drawing board and knocked heads until they came up with a simple idea. A series of visual puns employing the J&B name. They ran with it, creating over a dozen sayings and ways to illustrate them.
It's a great campaign, a simple idea, really well executed and art-directed that put's J&B at the centre of the messaging. They stand up well on their own and work as a set, OK maybe one or two aren't quite as good as the rest. But over a dozen executions that's good going in our book. And the client was hooked, the readers loved them and the campaign was a success.
Oh and we can't forget about this bad boy, best christmas print ad ever?