Beam–Suntory • “6ourbon 7ime” • Integrated

The pandemic obliterated the 9-5 and the peace of mind that comes from logging off. As work and home collided, Beam-Suntory took out a full-page ad in the New York Times to remind us to take some time for ourselves (and have a cocktail, obviously). An integrated campaign reclaimed 6 to 7 as bourbon time aka 6ourbon 7ime aka the happiest hour of the day.

The New York Times // 02.1.21

Work is not what it used to be.
We lost our commute time, 
our happy hours,
our moment to decompress.
We lost the line that separated work from home.
It’s overloading us.
Stressing us. 
Wrecking us.

We need to set the boundaries again.
But we need new rituals to do so.

Let’s try this: make 6-7pm sacred.
Let’s all pause for one hour every day.
Let’s all honor the spirit of clocking out, 
logging off, and taking some time for ourselves.

For bourbon makers like us, 
6-7pm is 6ourbon 7ime.
One hour to sit back and relax with a glass in hand.

But the true spirit of this hour isn’t savoring a drink.
It’s found in savoring time.

So you can make it
6inge-watch 7ime,
6e-with-your-kids-7ime,
6ake-bread 7ime.

Book yourself before work books you.
Block your calendar at 6ourbon7ime.com
— and share it with coworkers and friends.

So when the laptop closes at 6pm, 
you’re finally home.