Gin - "IMMORTAL JELLYFISH"

L'ASSOCIÉ

L'ASSOCIÉ Paris, France

1281

Title	IMMORTAL JELLYFISH
Brief	What to do when the government closes bars and restaurants overnight and you have hundreds of hectoliters of beer waiting to be distributed? If you’re Paname, you don’t let it go to waste. You distill it, flavour it, and give it a second life as an entirely new product. A gin.
Agency	L'ASSOCIÉ
Campaign	IMMORTAL JELLYFISH
Advertiser	Paname Brewing Company
Brand	Gin
Posted	November 2021
Business Sector	Alcoholic
Story	What to do when the government closes bars and restaurants overnight and you have hundreds of hectoliters of beer waiting to be distributed? If you’re Paname, you don’t let it go to waste. You distill it, flavour it, and give it a second life as an entirely new product. A gin.The beer was distilled over and over again, increasing in purity each time, until the 30 hectoliters were transformed into 200 bottles of gin.The name is taken from a real jellyfish, the Turritopsis dohrnii, which has the ability to regenerate new cells and perpetually rebirth itself.Immortal Jellyfish also a symbol of Paname’s approach to the pandemic. They have used the moment to reinvent themselves, to be born again through a range of exciting new projects, including a total rebrand of their core range of beers.
Media Type	Case Study
President	Gilles Rivollier
Creative Director	Mark Forgan
Creative Director	Jamie Standen
Art Director	Justine Brousseau
Account Director	Anne-Laure Compas
Account Manager	Marion TRYANT