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As brands continue to navigate the complexities of advertising amid a deadly pandemic, Knob Creek chose something new for part of its “Every Bit Earned” campaign: guided reflections.
Rather than offering distraction through humor or “all in this together” sentiments, the Kentucky bourbon brand partnered with Jesse Israel, founder of mass meditation movement The Big Quiet, to create three short films that guide viewers through reflection prompts. The series gives a behind-the-scenes look at the bourbon making process.
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