Category: Titanium and Integrated
Advertiser: PERNOD RICARD
Product/Service: JAMESON
Agency: TBWA\CHIAT\DAY
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day New York)
Creative Director: Kris Wixom (TBWA\Chiat\Day New York)
Creative Director/Copywriter: Alisa Sengel Wixom (TBWA\Chiat\Day New York)
Creative Director: Jonathan Mackler (TBWA\Chiat\Day New York)
Associate Creative Director/Copywriter: Erik Fahrenkopf (TBWA\Chiat\Day New York)
Associate Creative Director/Art Director: Anthony Decarolis (TBWA\Chiat\Day New York)
Associate Creative Director/Ad/Copywriter: Kevin Kaminishi (TBWA\Chiat\Day New York)
Art Director: John Clement (TBWA\Chiat\Day New York)
Copywriter: Dan Giachetti (TBWA\Chiat\Day New York)
Copywriter: Yusuke Toyoda (TBWA\Chiat\Day New York)
Copywriter: Aaron Stern (TBWA\Chiat\Day New York)
Copywriter: Steve Mcelligot (TBWA\Chiat\Day New York)
Copywriter: Jerome Marucci (TBWA\Chiat\Day New York)
Copywriter: Danny Gonzalez (TBWA\Chiat\Day New York)
Copywriter: David Suarez (TBWA\Chiat\Day New York)
Head Of Production: Robert Valdes (TBWA\Chiat\Day New York)
Art Producer: Julia Menassa (TBWA\Chiat\Day New York)
Art Producer/Production Assistant: Sydney Arkin (TBWA\Chiat\Day New York)
Print Producer: Katherine D'addario (TBWA\Chiat\Day New York)
Print Producer: John Lafaso (TBWA\Chiat\Day New York)
Media placement: TV - 2 Spots - NBC, Comedy Central, Network - March 11, 2011 - March 2012
Media placement: Magazine - Rutland Magazine - April 7, 2012
Media placement: OOH - Transit - October 2011
Media placement: Pub Paintings - Pub, Bars - February 8-9, 2012
Media placement: Jameson Radio - Radio - Jan 16 - Feb 29, 2012
Media placement: Jameson 1780 - Game Site - November 17
Describe the campaign/entry
This campaign tells the legendary tales of John Jameson and the passion he had for his whiskey. We used television to show Jameson legends on the most grand and epic scale, radio to capture the lower key, oral tradition of travelling Irish storytellers, and classic oil paintings that we put up in modern day pubs depicting his various exploits in an homage to the way great men were memorialised back in Jameson’s day (1780.) We even took the idea of classic storytelling into the digital space with a game that transports the viewer back to 1780 Dublin and tasks them with finding a missing barrel of Jameson using their Facebook friends as suspects. The trick was to stay authentic to the Jameson brand and history while not coming off as old or dusty.
Describe how the campaign/entry was launched across each channel in the order of implementation
TV was used to bring the legendary tales to life in a grand and cinematic fashion to provide the scale for the epic storytelling platform of the campaign. We then used pub paintings (classic oil painting put in bars depicting more legends of Jameson's passion for his whiskey) to reach people in a very personable, casual way while still being authentic to the era the campaign was based in (1780.) We then took the idea of classic storytelling into the digital space with a game that transports the viewer back to 1780 Dublin and tasks them with finding a missing barrel of Jameson using their Facebook friends as suspects. Radio rounded everything out as :30's and :60's relayed more tales of John Jameson via an Irish storyteller.The goal was to tell as many epic Jameson tales as possible while not sacrificing authenticity, regardless of the medium.
Give some idea of how successful this campaign/entry was with both client and consumer
The launch of the campaign led to a landmark year for Jameson: the brand surpassed the 3m case mark worldwide and the 1m case mark in the US, making 1 in every 3 Jamesons sold, US-based. In the US, we beat already 'gravity-defying' sales with 30% YOY growth, vs our previously held growth record of 25%. The campaign's impact on brand health has also shattered records, with over 90% of people saying they like the ads and believe they 'stand out' and 85% finding the ads persuasive; plus key image attributes, like as 'premium', 'authentic' and 'great tasting' have all increased significantly - leading to our research partner, Hall & Partners to declare, "we have never seen this level of growth in a tracking study before, it appears the campaign plays a significant role in that growth".