The Jones team’s work was selected out of 100 other creative teams for the Jim Beam pitch of 1999. The campaign introduced the mischievous Bullitt County Beavers to tightly connect the advertising with the product. Since beavers like corn, wood, and come from Kentucky (all features of a true bourbon), they were the perfect brand icons. The ads playfully educated the 21-27 year-old male target market about the finer points of bourbon, although in an offbeat way perfectly suited to compete in the world of beer advertising.
