Jam Shed

We shifted the narrative from wine as something to sip, to wine as something to experience. A permission slip to embrace the jamminess: brighter, sweeter, louder, and far more fun than anything the category typically allows.

Enter ‘The Jam Van Experience’, an activation engineered to be unapologetically extra. A destination-led moment built to hijack attention, excite the senses, and flood social feeds with Jam Shed’s bold personality.

Influencers and locals alike were pulled into the spectacle through high-impact visuals, bold builds, and a sensory-first environment made for capturing and sharing.

Across Camden, curious crowds queued for the flavour riot, scored by a live DJ from inside the van, playing huge jams throughout the day.

3D-printed towers of fruit, interactive arcade-style games, tactile branding, and high-impact visuals created a kinetic environment where every corner was a talking point. Playful disruption everywhere you looked.

Jam Shed fans even got to pump their own jam doughnut. One pull of the lever unleashed a luscious burst of sweet jam into the centre of a warm, fluffy treat - the ultimate indulgent sidekick to Jam Shed.

The activation didn’t end on the street. We amplified creator content and onsite moments with influencer partnerships, extending the jamminess across feeds and timelines long after the Jam Van rolled out of Camden.

Crowds left with a pep in their step, merch on their backs, and Jam Shed firmly locked in their minds as the wine brand for those who want something louder, sweeter, and far more fun. And now, they'll always reach for something a little more jammy.