Jameson

Jameson - Global VM Campaign
LIVING STORY IDEA BRINGS THE WORLD OF JAMESON TO LIFE

The tradition-rich whiskey Jameson embarked last year on a world tour as part of a visual marketing campaign. The campaign focused on both the multifaceted heritage of the Irish Original, as well as its distinctive manufacturing process. As defined by the concept of the campaign, both aspects were to be clearly communicated and made tangible by the use of a Living Story Idea. In the window of the Parisian delicatessen Julhès, the attention of passers-by was awakened by an interactive window – the so-called “Jameson Machine”, while travellers at selected airports were able to spend their waiting time exploring "JJ's Place” – a pop-up store and tasting bar in one. A testimonial of a very special kind could also be seen here – an oversized, shiny copper Jameson whisky still, bringing the authentic world of Jameson to life!

THE MULTIFACETED STAGING OF JAMESON WHISKEY

The whiskey brand founded by John Jameson in 1780 has more than just a rich heritage to look back on. It is also distinguished by its unique manufacturing process: water and barley from Ireland which is distilled three times locally. This creates the typical flavour that distinguishes Jameson whisky: smooth, smoother, smoothest. A rich fundus indeed, that lent itself to communication far beyond just classic storytelling. The visual marketing campaign therefore combined very different tools. In order to communicate the authentic character of the Irish whiskey brand as realistically as possible, moving pictures and sound were staged in true-to-detail, original settings and were effectively backed up by call-to-action.

THE DISPLAY WINDOW CONCEPT

The cosmos of Jameson in motion
I SAW THE WINDOW AND THOUGHT – I’LL HAVE A LOOK INSIDE

For the global visual marketing campaign, the interactive window in Paris - the so-called "Jameson Machine" - was the starting point. This mechanically-driven, interactive window display - reminiscent of the high-quality mechanical toys of the last century - recounted the brand’s charming history and its development process. The vintage character of the window animated passers-by to linger: “Information about whiskey is often shoptalk for experts” said one of them, “but here everything is wonderfully visually rendered. I saw the window and thought – I’ll have a look inside.” Inside the shop, further facets of the Jameson brand can be sensorially experienced, with a tasting table where the different Jameson whiskeys can be tasted and a brand ambassador to competently explain the world of Jameson.

THE WORLDWIDE ROADSHOW

“JJ's Place” is more than an eye-catcher

At international airports in Spain, Ireland, UK, Holland, the USA, South Africa, Russia and India, "JJ's Place" is a real eye-catcher. The installation conceived, developed and realised by LIGANOVA breathes new life into the Jameson brand. A pub setting with original Irish bar stools and a counter made of oak and handmade tiles in the distinctive Jameson green invites waiting travelers to spend their time with Jameson. Anyone taking a seat can try the different whiskeys and listen to brand ambassadors explaining the Jameson world.

THE JAMESON EXPERIENCE: FOUR METERS HIGH AND AS SHINY AS COPPER

Whoever approaches the four-meter high "Iconic Machine" can start it with the press of a button: setting the bottle in motion to reveal a glance at what’s inside. Here, the triple distillation process of the Irish whiskey is impressively demonstrated using moving images and sound and light effects on a kinetically rotating cylinder - thus playfully achieving brand awareness. 

THE ICONIC MACHINE TELLS THE STORY OF JAMESON IN A UNIQUE WAY

The experience is effectively reinforced by the opportunity to participate in a competition, gadget give-aways, and sharing the Jameson Experience with friends on social networks. The international visual marketing campaign for Original Jameson Whiskey has been twice honoured by JCDecaux for Best Brand Experience and Best Overall Brand Experience.