J&B positions itself as the “world’s number one party whisky.” In a series of global campaigns, KesselsKramer encouraged people to “start a party with J&B.”

The “start a party” campaign for J&B began with the insight that the greatest moment of any night out is the anticipation before the party itself. By focusing on this time (represented by a giant mirrorball appearing in unexpected locations), J&B championed the social target group’s ability to “start a party any time, anywhere.”