Category: Titanium and Integrated
Advertiser: PERNOD RICARD
Product/Service: JAMESON WHISKEY
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/Assistant Director/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: 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)
Lead Retoucher: Erwin Brown (TBWA\Chiat\Day New York)
Production Studio: E-Graphics (TBWA\Chiat\Day New York)
Media placement: Point-Of-Sale - Pub, Bars - February 8-9, 2012
Describe the campaign/entry
In this campaign, we wanted to bring the epic Irish storytelling of the Jameson TV spots to life in a bar setting in the most authentic way possible. Staying true to the way great men were immortalized in the 18th century, we created large- scale classic oil paintings depicting Jameson Irish Whiskey founder, John Jameson, in legendary moments that capture the passion he had for his whiskey. We collaborated with five classically trained artists from around the world to research, cast, stage, prop, sketch and paint these legends. No detail went unscrutinised, from lighting to intricacies of brushwork. Even buckles on shoes were researched. Plaques were placed directly below each painting with dates and entertaining descriptions of what was going on in the scene.
Describe how the campaign/entry was launched across each channel in the order of implementation
We hung the paintings (along with descriptive plaques) in pubs where an oil painting would be a natural fit. For example, these pubs were as authentic and textured as the Jameson brand itself, not shiny new dance clubs. This way consumers could happen upon the paintings and take in the stories in a natural way, glass of Jameson in hand.
Give some idea of how successful this campaign/entry was with both client and consumer
As confirmed by both consumers and bartenders, the pub paintings were a successful way to advertise in bar without losing credibility/detracting from Jameson's unique authenticity or going too mainstream. In fact, consumer reception proved that it even added to the 'street cred' of the brand, while continuing the legacy of John Jameson and the passion for his whiskey.