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Making great whiskey is a craft, and Jameson wanted to reflect that message with a credible, authentic campaign. Through The Jameson Works, we tell the stories behind modern craft.
We conceived, planned and executed a fully integrated campaign – The Jameson Works – which shares the stories behind modern craft, working with talent to develop bespoke creative projects and documenting the making process every step of the way.
To bring the campaign to life, we developed the toolkit design, tone of voice and Tumblr page. A bursary programme also enabled consumers to get involved in their own maker projects.
We identified and negotiated the very first talent partnership, a collaboration between British band Wild Beasts and GIF-maker Mattis Dovier – helping them build an interactive GIF-novel.
We worked with media partner It’s Nice That to run a consumer event – a talent Q&A around the collaboration, allowing consumers the chance to experience The Jameson Works in a physical environment.
Targeting national, trends and lifestyle media and influencers, we also managed the PR and social media strategy.
130 Pieces of coverage. Top tier media included; Wired, Noisey, Digital Spy, Mashable, Independent, Creative Review, Yahoo Tech, and media partners High Snobiety, Selectism and It’s Nice That
500+ Bursary entries for project one
18,000+ Views of the GIF-novel to date