Brahma JCPR's global launch campaign for Inbev's new Brazilian beer Brahma captured the imagination of the media. Everyone knows Brazil is the home of beautiful football and the extreme bikini wax, but JCPR presented the flipside of Brazil's culture by selecting Brahma Ambassadors, a group of Brazilian artists, musicians and designers to champion the beer. Through a range of cultural events, the campaign highlighted a country of great style to be best appreciated with an ice cold Brahma. JCPR has continued to bring a taste of the real Brazil to the Brahma loving British public, harnessing the support of Brazil aficionado and much respected DJ Gilles Peterson in a series of podcasts and events. Mary-Kate & Ashley Dualstar Entertainment showed explosive growth generating $1.4 billion in retail sales for the mary-kateandashley 'tween' brand, after hiring JCPR to launch the US phenomenon in the UK. While the campaign centred around the most famous twins in the world, the strategic PR programme was as much about protection whilst promoting brand products and collections. In 2002, JCPR was awarded the PR Week Consumer Campaign of the Year for its achievements and now operates the PR hub for all European markets. Four years on, the strategy continues to evolve and the brand is driven through the publicity discipline alone. CEO of Dualstar Diane Reichenberger, said: "JCPR is a strong leader, understanding branding and strategy and it is a great partner. We strongly recommend JCPR as a hub for all your public relations needs." Shell Fuel Economy World Record ChallengeSince late 2005 JCPR has been the Edelman network’s lead team driving global PR for Shell. JCPR sets strategy, direction and coordinates the work of agencies in over 30 countries. Most importantly it delivers coverage on a grand scale. Talking of grand scale... last year the JCPR team embarked on one of its biggest ever challenges; an inter-continental, record-breaking and, dare we say it, breath-taking push to change the way the world thinks about fuel efficiency. It involved one slightly odd Australian couple, 78 days of driving and 28,000 gruelling kilometres of tarmac and dirt track. The results for Shell were outstanding: an audience reach of 1.6 billion, 1200 pieces of PR coverage and a new Guinness World Record to boot. But the behind the scenes story of how it was achieved was even more remarkable...