Design > Environmental Design
TBWA\CHIAT\DAY, New York / PERNOD RICARD / 2012
Awards:
Overview
Credits
BriefExplanation
Our assignment was to bring the legends of John Jameson to life in point-of-sale/on-premise environments without compromising the authenticity of the brand.
ClientBriefOrObjective
While most on premise advertising is generally very mainstream, lowest common denominator and retail driven (neon signs and table tents) we needed to make sure that we found a way to stand out in these environments while staying true to the brand heritage and aesthetic. Jameson has a strong following who appreciates the campaign’s authenticity and presenting ourselves in too mainstream a way in such an important setting as on premise could have beendetrimental to the brand.
Effectiveness
Jameson’s pub paintings were received enthusiastically by both bartenders and consumers alike. Qualitative testing showed that the paintings delivered the campaign idea and amplified the John Jameson characterisation in a more credible, authentic, engaging and visually impactful way than traditional print advertising or displays. They were seen as highly original and innovative, while tapping in to consumer’s natural behaviour to look for things to look at and read while they were at the bar. As one bartender put it in Austin, TX, said, “I love it! So much more interesting than just another ad or in-your-face neon sign”.
Execution
We collaborated with 5 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. The paintings were hung in bars along with plaques inscribed with dates and entertaining descriptions of what was going on in each scene.The use of authentic, old-world oil paintings enabled a credible depiction of Jameson’s time while still retaining a modern sense of humour.
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