Insight:

Government supports “green” initiatives.

Solution:

We asked consumers not to throw away empty Jameson bottles and turn them into eco-souvenirs. Thus we created the unique «user-modified junk».

Mechanics:

Empty bottle was turned into a souvenir applying fusing technology at Jameson Workshop. This technology allows to fuse and modify bottles in a special furnace.

Results:

735 souvenirs were turned into posters in participants’ homes.

Jameson’s market share grew up to 70%, and the brand itself gained the status of a socially responsible brand.