Jim Beam turns iconic Bondi Icebergs Pool into the world's largest ESKY cooler via The Works

Jim Beam Make History 1.jpgThis morning Jim Beam made history by turning the iconic Bondi Icebergs Pool into the world's largest ESKY cooler via The Works. The desire to set this record stems from the earliest values of founder and pioneer Jacob Beam (1770 - 1834).

Today, Jim Beam is the world's number one bourbon and make history everyday. What better way to continue the trend than by championing true icons of the Australian lifestyle, Bondi Beach and the ESKY cooler.
Members of Channel Ten's Bondi Rescue cast joined Bondi locals and intrigued passers-by this morning to marvel at the new Bondi skyline and unveil the gargantuan structure to the public.
 
The idea for the World's largest ESKY came from The Works who are using it to film part of a television commercial to be released in April.
 
Says Fred Noe, great-grandson of Jim Beam: "At Jim Beam we take our bourbon making seriously, we felt the world's number one bourbon deserved something, and somewhere, special to keep it cold - and where better than the world's largest ESKY cooler at Bondi Beach.
 
"In our family of seven generations of distillers, we don't just say we'll make history - we actually do it."
 
The huge structure took days to build and boasts some pretty impressive stats:

  • The ESKY cooler (measuring 36m by 15m) will be filled with approximately 2 million litres of water.
  • Over 500 giant ice cubes.
  • The giant structure will hold 33 supersized Jim Beam cans (1960mm diameter at a height of 3920mm).
  • This ESKY cooler has been designed to work with the infrastructure of the iconic pool - the water will float the cans, and ice, to the optimal level to give the perception that the giant cans can be easily grabbed.

Advertising Agency: The Works
Media Agency: Unity
PR: Adhesive PR
TVC Production: Exit Films
Engineering: Big Kahuna Imagineering.

23 Comments

Thirsty said:

Awesome. Why hasn't this been done before?

Greidy said:

Strategically unjustifiable but good.

Shame... said:

Is it for larger cans?

If it is, this is great.

DB said:

Will be interesting to see the ad but it feels more like a PR stunt than an advertising idea,

As a PR stunt it is a bloody good one

"Hey we have to do something 'experiential' ... " algorithm said:

I know! Let's make the world's largest

BS said:

Simply great idea.
Can't wait to see the ad if this is just the teaser.
Best PR stunt in last 12months.
The Works have nailed it again. Surprising how little the credits list is compared to the self indulgent, lack of an idea or strategy dished up yesterday by the beer category.

Lover of real life, crazy, massive, proper large shizzle said:

I saw this today, and the setup was executed to perfection. Makes you remember life before CGI. Great ambition, and I hope it goes well for you The Works.

ANDY said:

Good idea in a heavily regulated market.

dimes said:

How is a pr stunt not an advertising idea ?

Slim Jeans said:

Can't you see?! It clearly promotes giant drinking then swimming in the giant pool next door. The horror.

Perth said:

The weather and venue look beautiful,
The setting truly Australian.
Creativity at its best
Can't wait to see the ad.

Me Likey said:

Best thing the Works has ever done.

garyd said:

cool

Hello Works said:


Nice to see the Works typing away in force this morning.

Hello guys!

Madness said:

When will agencies stop using our beaches and shorelines for their advertising and PR stunts?

Sick of seeing brands marketing on every square inch of the city, but absolutely repulsed that this has to include the beach and shoreline.

'The Magic Christian', which was intended as a satire 40+ years ago has manifested itself in reality.

The Call said:

Only 12months ago The Works were being ridiculed on how bad their creative was post the new jim Beam campaign.
Today we sit here with them being a success.
It is amazing what a new marketing head can do.
Love the vision and a brave client.

on brand said:

bogans like maxxing to the exxxtreme, so they'll love a giant esky filled with giant JB cans.

KFC should give their business to these guys. they get the began brilliantly.

Smart said:

Pure Blonde should have used these guys to write their strategy.
It might have saved them from serving up slop, saved them from having to censor those that unfortunately viewed their creative, and saved them a stack a of cash.

Brands that cater to bogans - XXXX Gold, VB, Jim Beam, Carlton Draught, Jack Daniels, Bundy Rum, Tooheys New.
Smart or dumb?
They are the top 7 alcohol brands. So i say smart.

The Works sound like a very intelligent and pragmatic agency that deliver world class ideas. Well done old chaps.

@Smart said:

It's Australia. If these brands want to sell their products, specifically these products, who else are they going to market to?

In the US, it was Budweiser and 'Wassup?!'. Speaking down to the audience is getting harder to do, however, as the level of the audience, fed on junk food, bad alcohol, and reality tv is about as low as it can go, but here comes content providers and ad men urging them to dig a little deeper.

Smart said:

@ @Smart - Alternatively you can go and sit at the kiddies table and play in cider or craft beer.

@Smart said:

By the 'kiddies table' and 'craft beer' you presumably mean beer that's actually worth drinking, and not insignificantly, beers that do great advertising worldwide as well?

Thinking Guinness, Stella, Heineken, Corona.

For that 'cider' comment there's the spirits category including Johnny Walker, Absolut, Stoli, Smirnoff, all doing amazing advertising, print and tvcs that are not directed at the great unwashed, or at least not at the lowest common denominator of the perceptions of the masses.

Smart or dumb, or in your case, are they the same.

That's rhetorical by the way.

@Smart said:

By the 'kiddies table' and 'craft beer' you presumably mean beer that's actually worth drinking, and not insignificantly, beers that do great advertising worldwide as well?

Thinking Guinness, Stella, Heineken, Corona.

For that 'cider' comment there's the spirits category including Johnny Walker, Absolut, Stoli, Smirnoff, all doing amazing advertising, print and tvcs that are not directed at the great unwashed, or at least not at the lowest common denominator of the perceptions of the masses.

Smart or dumb, or in your case, are they the same.

That's rhetorical by the way.

That is pretty sweet, I gotta admit. Genius, really.

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