AS FREE AS A COWBOY - JIM’S SECRET (2025 D&AD New Blood Graphite Pencil Winner)
Advertiser : Jim Beam
with Gaspard Freyssinet, Angèle Jourdain, Léon Rougier & Julie Chateau.
The iconic bourbon brand Jim Beam is expanding its market by introducing a non-alcoholic beverage alternative. To support this launch, we've imagined a brand new storytelling approach: Cowboys, free-spirited and charismatic figures, are known for their love of bourbon. But how could they be so skilled with a lasso, on horseback, or even at shooting while consuming so much alcohol? The truth is, from the very beginning, they weren’t actually drinking bourbon. And now, Jim Beam is finally revealing their secret...