Mekanism Gets Fired Up for Jim Beam’s Kentucky Fire

By Erik Oster Comment

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 ESPNAOL, KargoViacom, 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

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