Field
Art direction
School
The Danish School Of Advertising
Team
Jannie Rasmussen, Morten Friis, Morten Didriksen, Oliver Plain
Year
2025
Art direction
School
The Danish School Of Advertising
Team
Jannie Rasmussen, Morten Friis, Morten Didriksen, Oliver Plain
Year
2025
Challenge
Gen Z is redefining socialising and choosing wellbeing over booze. With 30% working out weekly, their post-gym hangout, The Third Half, is the new social scene.
Insight
A drink always tastes better when you've earned it.
Solution
Introducing Gym Beam as a clever, alcohol-free twist on Jim Beam that speaks to Gen Z’s health-first mindset.
Gen Z is redefining socialising and choosing wellbeing over booze. With 30% working out weekly, their post-gym hangout, The Third Half, is the new social scene.
Insight
A drink always tastes better when you've earned it.
Solution
Introducing Gym Beam as a clever, alcohol-free twist on Jim Beam that speaks to Gen Z’s health-first mindset.
