It’s Your Spot

Agency: Forsman & Bodenfors


With “It’s Your Spot,” Forsman & Bodenfors highlights how Seagram’s 7 has expanded its status beyond that of a dive bar favorite into a drink suitable for the most unique locales. “Since the relaunch of the brand, we’ve spent several years making it synonymous with dive bar whiskey,” says Forsman & Bodenfors NY Head of Strategy Steve Gorski. “As drinking habits have changed and too many dive bars have closed since the pandemic, it was important to meet drinkers where they’re at — and we’re seeing them drink more outside of bars and into the great outdoors. We were inspired by our dive bar regulars, and how they create new spaces to make their own watering holes — the unofficial drinking spots that become official for a group of friends through history and memories.”

Forsman & Bodenfors’ strategy was to present the evolution of the Seagram’s 7 brand in an unpretentious yet relatable way while also evoking feelings of sharing an inside joke between the brand and the consumer through deadpan humor. In order to do this, Forsman & Bodenfors enlisted the ideal spokesperson in comedian, author and actress Iliza Shlesinger, who has performed in her fair share of dive bars early in her career. Known for her numerous Netflix stand-up specials, books, and film roles, Shlesinger infuses her trademark dry wit as she engages with somewhat eccentric characters in their own natural, distinctive drinking environments, from a fishing hole to a garage filled with football fanatics.

This professional campaign titled 'It’s Your Spot' was published in United States in February, 2023. It was created for the brand: Seagram’s, by ad agency: Forsman & Bodenfors. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 year ago.


Brand: Seagram’s 7 / Diageo
VP Brand Lead: Nicky Heckles
Senior Brand Manager: Dina Krannich
Associate Brand Manager: Hannah Hockler

Agency: Forsman & Bodenfors
Head of Strategy: Steve Gorski
Head of Creative: Emma Eriksson
Creative Art: Jose D’Alta
Creative Copy: Conor Patterson
Steve Howze, Creative Copy
Business Partnership/Account Management: Eben Conopask
Business Partnership/Account Management: Kayleen Afsahi
Production: Kim Jose
Production: Laura Peguero
Business Affairs: Scott Terry

Production Company: Strike Anywhere
Director: Pete Marquis
Executive Producer: Victoria Guenier
Line Producer: Adam Lawson

Post Production Company: Good Behavior
Post Producer: Adam Lawson
Color: Claire Iannelli
VFX: Rodrigo Villacorta

Public Relations: Taylor Strategy
Managing Director: Mike Costabile
Director: Sahara Price
Senior Account Executive: Hailey Compton
Account Executive: Rayna Mason

Celebrity Partnerships: starpower part of Real Chemistry
Senior Vice President: Andrea Ross
Director: Raquel Roberts
Associate Director: Brandi Kraser


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