Jimmy Brings and Jim Beam delivers the spirit of footy in new campaign via Paper Moose


Jimmy Brings and Jim Beam have launched their latest campaign, via Paper Moose, designed to make a mark during one of the most crowded times of the year for alcohol advertising.


With more footy fans than ever enjoying the Finals from home this year, the campaign celebrates delivering the official spirit of the AFL, Jim Beam, to their doorstep in 30 minutes.

Set in a classic Aussie garage den — a cherished place of friends, family and footy — the TV and radio spots take a lighthearted look at the finer details of the at-home footy experience using a memorable and satirical limerick. Or in this case, a ‘Jimmerick’ that married the two brands together.

The campaign was created and produced entirely in house by Paper Moose, a hybrid creative agency.

Says Nick Hunter, executive creative director, Paper Moose: “This was an exciting opportunity to work with two beloved brands. Their similar sounding names were perfect for a truly un-ignorable and hilarious earworm. With Covid restrictions dramatically reshaping the Finals season experience, especially in its Melbourne heartland, we were happy we could help people celebrate footy at home in a fun way.”

Says Jamie Gagliardi of Jimmy Brings: “As soon as we were presented with the ‘Jimmerick’ concept by Paper Moose, we knew we had our hands on a memorable and hopefully iconic idea. The campaign will be focused on targeting emerging markets for Jimmy Brings such as Melbourne and Adelaide, to position us as the ultimate drinks retailer this Finals season. Partnering with Jim Beam was the perfect alignment for this strategy, as they are the official spirit of the AFL.”


Client: Jimmy Brings
Head of Marketing: Jamie Gagliardi
Social Media & Content Manager: Jen Mackie

Creative Agency: Paper Moose
Executive Creative Director: Nick Hunter
Strategist: Praveen Vaidyanathan
Copywriter: Peter Saladino
Art Director: Reese Geronimo
Business Director: Charlotte Meldrum-Hanna
Production Company: Paper Moose
Producer: Nicole Hofstadter
Director: Steve Anthopoulos
DOP: Dimitri Zaunders
Photographer: Jacquie Manning
Production Design/Wardrobe: Bou House Design
Editor: Oliver Trauth-Goik
Grade: Daniel Pardy
Sound: Weronika Razna & Andreas Dominguez