Jam Shed has jumped on a viral moment from the London Marathon to inspire its latest campaign, with viral sensation Hype Gran getting down to Techtotronics club classic ‘Pump Up The Jam’.
Inspired by Hype Gran blasting out the song to help inspire runners as they traversed the gruelling course, which motivated other spectators to join in, what begun as a joke about ‘Pump Up the Jam Shed’ is now a full-length campaign based on the 90s banger.
The Accolade Wines team liked the idea so much that they signed Hype Gran, and mixed her passion with the song for a unique take on wine promotions.
The final version was created by Above + Beyond and Collective Studios, working with director Charlie Robins, who is known for his work with artists including Rudimental, Bonobo, Jessie Ware and Rag N’Bone Man.
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“As with everything Jam Shed does, this campaign defies all category expectations – there’s not a sophisticated dinner party in sight, instead it’s all about people more interested in banter than decanter,” said Above + Beyond director Jonny Ray.
“It also reflects what Above + Beyond believes in, which is creating cultural moments for the audience era,” he continued.
Accolade wines brand manager Taran Dhillon said: “Above and Beyond have shown that they truly understand the Jam Shed brand, particularly our sense of fun and unapologetically different ethos.”
“‘Hype Gran’ is the perfect embodiment of this alongside the jammiest remix of the summer.”
