Born Rare

When we stumbled upon this story, we could not believe it was true. This was Netflix’s material. This had fate, friendship, thrilling suspense and a happy ending - it just needed to be told.

A true integrated story

Our mission was to reinforce the “rare” aspect of the J&B brand and raise its perceived value. So we had a closer look at a period where J&B was rare for a good reason - we were in the US, in 1929 and it was illegal, like every other alcohol. We stumbled upon the story of a guy named “Eddy Tatham” being arrested in Grand Central with a full suitcase of J&B Rare. Our interest was picked.

Creative Director : Ally Qamari
Concept : Romain Gilbert
Art Directors: Ally Qamari / Adrien Alexandre / Sylvie Da Silva
Copywriters: Lucienne Snadli / Charles Lefort
Film production: OKIO STUDIO / Matthieu Van Eeckhout
Music & sound design : Vincent Lagadrilliere

TOP COM OR
CRISTAL 2017