Mekanism has a new digital campaign for Jim Beam’s cinnamon-infused Kentucky Fire, entitled “#FiredUp.”
Made up of 15-second spots, Mekanism employs tongue-in-cheek humor to help introduce the new product with advice on how to enjoy it. In “The Slow Burn” for example, step one for “How to get #FiredUp” is to prepare your palette. Step two is to “take it slow,” as the spot shows a group of friends bringing a shot of Kentucky Fire to their mouths in slow motion. “The Kentucky Standard” makes things even simpler ( Step One: Order a round of Kentucky Fire; Step Two: Drink it), while “The Kentucky Tycoon” takes generosity to the next level. The ads will run on Jim Beam’s social channels, and “various online, mobile, social and experiential channels such as ESPN, AOL, Kargo, Viacom, and NBCUniversal” through early November.
Credits:
| PRODUCTION COMPANY: | Mekanism | ||||||
| DIRECTOR: | Brian L. Perkins | ||||||
| PRODUCTION COMPANY PRODUCERS: | Cary Cody | ||||||
| PRODUCTION DESIGN: | Nate Belove | ||||||
| DP/DP REP: | Ethan Indorf | ||||||
| PHOTOGRAPHER: | Arsenii Vaselenko | ||||||
| ASSISTANT CAMERA: | Michael A. Benna | ||||||
| EDITOR/EDITING COMPANY: | Jesse Coane for Mekanism | ||||||
| AD AGENCY/CITY: | Mekanism, San Francisco | ||||||
| ART DIRECTOR: | Jessica Wyatt | ||||||
| CREATIVE DIRECTOR: | Brian L. Perkins | ||||||
| COPYWRITER: | Brian L. Perkins | ||||||
| DIRECTOR BRAND MANAGEMENT | Anna Boyarsky | ||||||
| BRAND MANAGER | Emily Brody | ||||||
| EXECUTIVE PRODUCER: | Stef Smith | ||||||
| PRODUCER: | Cary Cody | ||||||
| VISUAL EFX &/OR POST PROD. CO.: | Mekanism | ||||||
| VISUAL EFX ARTISTS: | Jessica Wyatt | ||||||
| COLORIST: | Jesse Coane | ||||||
| GRAPHICS: | Jessica Wyatt | ||||||
| POST PRODUCER: | Jen Szeto | ||||||
| MUSIC AND SOUND DESIGN CO.: | Andrew Scott Duncan | ||||||