Clients: Absolut Vodka, American Express and others.
Job: To distribute the clients’ messages to the prime 18-34-year-old demographic or other targeted demographics in a unique way.
Agency: JI Worldwide Inc. of Bethesda.
Theme: “A Picture is Worth a Thousand Words”
The Concept: To provide bars, nightclubs, sports venues and airlines with free “HD” napkins that have clients’ attractive magazine ads printed in high-quality color on both the outside and inside panels.
The Plan: JI Worldwide developed a method for clients to use their existing print ads to reach a wider audience. By providing bars and clubs with free high-quality three-ply napkins with attractive color ads printed on them, the marketing firm could grab the attention of the coveted 18-34-year-old demographic in an environment where they are relaxed and undistracted by other media.
The company has established a distribution network of bars, clubs and sports venues nationwide and also has a distribution deal with US Airways.
Creative Team: Jay Jaber(CEO and creative director), Sue Garrett (creative director), Dan Elbaz (marketing director), Berbyn Levy (international director).
Background: JI Worldwide launched in January, and the HD napkin campaign is its only current project.
Working on Next: The company plans to recruit high-end clients such as Mercedes-Benz by developing distribution deals with country clubs or Rodeo Drive establishments to reach a more exclusive clientele.
