To coincide with John West’s 'Discover the story behind every can' campaign airing on TV and radio we launched an interactive YouTube channel that let people discover a whole lot more. Using Old Sam, the brand’s spokesman, we invited the world to explore the many contents of his cabin. Viewers could click on up to 30 different objects (including Old Sam’s crotch) to hear the bizarre story behind it. Other items included a Piñata, a stuffed fish, an accordion and a secret cupboard. At the bottom of the channel a banner linked back to the John West website to encourage viewers to discover the story behind their own can.
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