JayGrey Australia gets tough in Alibi Bourbon campaign

JayGrey was tasked with supporting Alibi Bourbon's existing range by targeting its key consumers, described by the agency as hard working, BS free urban warriors willing to roll up their sleeves and get the job done.  

“Alibi Bourbon is a gritty, no nonsense drink," said Jay Furby, JayGrey creative director. "The fact that our point-of-sale campaigns were to run at biker events gave us a clue straight away what tone of voice we had to adopt.”

The resulting creative, carrying the tagline 'Seriously hard liquor', features a variety of tattooed individuals going about their grocery shopping. A skimpily clad woman browses the vegetable aisle with one tattoo reading 'I used to be married once. Now he's in the fridge'. Another equally inappropriately dressed woman stands in front of the meat counter with the words 'Mary had a little lamb. Then I took it to the abattoir.' across her back.

In response, Alibi Bourbon international business development director Alan Cunningham, admitted he had a bit of a laugh when the concept was presented but praised JayGrey's effort, saying, "They really get what we’re trying to do here.”

“We like to do campaigns that make people stop and take notice, and JayGrey seems to be an agency that specialises in that," he added.

> View a gallery of images from this campaign
 

Credits:

Agency JayGrey
Client Pure Beverages
Creative director Jay Furby
Art director Jay Furby, Dave Heytman, Tommy Cehak
Copywriter Jay Furby, Gavin Chimes
Typographer Dave Heytman & Tommy Cehak
Account management Will Frew
Photography Sean Izzard (The Pool)
Re-touching Steve York (Cream)