Australia was sending bigger cheques to head office than the whole of the US, which meant they liked Australian and Australians, so much so we found ourselves as global lead agency and myself as the creative lead. The challenge - a global repositioning.

“Make History” A bold statement that needed to be validated with some brand creds. Thankfully Beam has over 200 years of. But a history lesson alone isn’t going to cut it. Introducing Mila Kunis, bold, elegant, funny and widely liked.

Lofty history lessons and product have their place but Beam needed to define the what Make History means from the lens of real people.