Jim Beam x Cadillac

Client: Jim Beam, Cadillac F1 Team, BWS
Production: Good Gravy
Creatives: Dave Clough & Dave Biddle
Agency: Akcelo Sydney

Cadillac are the first ever eleventh team on the grid, and with Melbourne being the first race of the new season and the first time they’re hitting the tarmac, their key sponsor Jim Beam wanted some activations that launched them into F1 with a bang.

So we brought the Jim Beam Roadhouse to life at the Village Belle, taking over the entire venue and transforming it into a full-blown Kentucky bourbon bar. And to kick things off? A ‘Meat and Greet’ (definitely not a typo), where Bottas hosted a classic Aussie meat raffle for fans – about as local as it gets.

Just down the road, we kept the energy going with a BWS takeover. Fans could jump into the Pit Stop Challenge: line up, rev your trainers, and race against the clock to grab a Jim Beam and make it out in record time – for a shot at some seriously good merch.