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.

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.

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".