To reopen the debate and continue fighting to change the way we see people people with disabilitiesJ&B has made a group of this group seen in a place where they had not been seen before. And it has managed to show them in one of the most viewed electronic music streams in the world, to convey the desire to have a good time that disabled people also have.
Although J&B have not specified or confirmed the name of the party, it could be, due to the context of the celebration and the images that we see in the campaign, the Boiler Room, an online music dissemination platform that broadcasts live music sessions over everyone.
“This project is an invitation to create a more inclusive society”
Under the title of “Visible Room”the campaign is part of J&B’s “My Big Night” platform, which seeks break the taboo that people with disabilities do not go out to party – 83% do – and also eliminate the barriers that the group faces when going out at night. “This project is an invitation to create a more inclusive society. What we seek at J&B is to give visibility to a reality. “Festivals and leisure venues are making progress in integration but, as a society, we still have a lot of work ahead of us to achieve true inclusion.”says Gustavo Belausteguigoitia, Marketing Manager at J&B for Southern Europe.
For this reason, through “Visible Room” the brand has made it visible to disabled people enjoy the night like any other, “hacking” the streaming of this meeting with his presence and thus normalizing its fun in nightlife environments.“Anything that involves normalizing an action that should already be normal, I like it, and if it’s with techno even better”says Nina Roma, one of the protagonists of the campaign.
A documentary to raise awareness about leisure for the disabled
As part of the campaign, J&B has also released a short documentary with a clear message: integration is being worked on well, but there is a long way to go to achieve real inclusion, and the first step to do so is to make society aware that people with disabilities go out to party and that the main barrier they encounter It is society itself.
This short documentary highlights the need to take firmer steps towards true inclusion and show a reality: “We have been there and we have made noise”says Benjamin, alias Jake, who has muscular dystrophy.
The short documentary will be available on The Bar, YouTube and Instagram. J&B seeks to remind society that the collective deserves an inclusive space in nightlife and invites reflection at a key moment, just before the meetings and Christmas parties in the coming weeks.
In addition, the campaign has different graphics starring those attending the experience: Nina Roma, Álvaro Galán and Regina Martínez, among others. They themselves tell it through their photographs, taken live at the event from their mobile phones, thus reflecting their first-person point of view.
Celebrating is a fundamental right and a commitment that J&B has promoted as a company linked to leisure since its origin. A year ago, “Mi Gran Noche” was launched, a brand project that promotes accessibility and inclusion. It began with a sociological study that revealed that people with disabilities enjoy nightlife as much as those without disabilities (83% vs. 84%). However, 2 out of 3 people with disabilities recognize that society’s attitude is not inclusive with them and 71% say they would go out more often if inclusion improved. The study highlighted a lack of empathy as one of the main barriers encountered when going out at night.
With the data from the study, an initial video was released starring people with various disabilities in which the taboo was broken and the paternalism they constantly feel was put aside. Furthermore, in collaboration with Ilunion Accessibility, J&B developed the “Guide to accessible nightlife for all people”, aimed at the hospitality sector, and training modules were created for the Diageo Bar Academy.
Technical sheet
- Agency: Rocky’s Russian
- Advertiser: Diageo
- Brand: J&B
- Client contact: Úrsula Mejía-Melgar, Ignacio Navarro, Gustavo Belaustegui,
- Zuzana Stankova, Celia Razola
- Executive Creative Direction: Ángel Torres and Lucas Paulino
- Creative Direction: Ángela Pacheco and Álvaro Marugán
- Creative Team: Alberto de Santos, Pita Sagra.
- Strategy Team: Laura Alfaya
- Account Team: Estefanía Gimeno, Fermín Fontecha, Irene Márquez
- Production Manager: Andrés Díez Maciejewski
- Producer at event: Paus Orejuela
- Director: Manu Rosaleny
- Camera operator: Jorge Mayorga
- Editor: Álvaro Marugán
- Music: Jose Javier Lebron Peréz
- Sound: Juan Segura
- Campaign Title: The Night Is For Everyone
- Collaborating communication agency: Dlaundry (Samy Alliance)
