Jameson is a proud Irish brand. As with any national or cultural identity, Irishness is more nuanced and less stereotypical than is commonly portrayed. We were asked to create a piece of content that captured and communicated Jameson’s particular vision of Irishness to the brand’s global staff.
We asked five Irish personalities to tell a contemporary and real story of the spirit of Irish conviviality, named CRAIC. The story was written by young Irish poet Thomas Hefferon and shot against the Irish landscapes of where Jameson whiskey was born.
Marketing leadership tools can often be staid and far from attention grabbing. By creating an emotive piece of film content, we educated Jameson’s global staff on the authentic Irish personality and identity, inspiring them to represent the brand more effectively across the globe.
The finished piece was screened at the Jameson Global Marketing Summit on the French island of Les Embiez.