Ogilvy & Mather New Zealand in true partnership with client Pernod Ricard, has developed a legendary activation concept for Jameson Irish Whiskey.
Drawing upon the rich legacy laid down by John Jameson, the creator of Jameson Irish Whiskey, the concept kicked off on Saturday 18 October 2014 at an invitation-only night time event hosted at Auckland venue, Zarbo’s Loft.
Driven by social media, the VIP guest list was formed from submissions to a promotion which ran through the Jameson Facebook page.
250 winners received their tickets to the event after making suggestions on what they would like to bring to the Jameson Legendary Bar. Many of these ideas were then woven into the fabric of the occasion.
The night was a swirl of high energy inspiration from a live mural creation by celebrated street-artist Cinzah Seekayem along with College Hill Tattoo, Larry the Shoeshine Guy and Maloney’s Barber Shop. There was also live music throughout the night with George FM DJs Dan Aux and Dan Woolston and hot new band She’s So Rad.
The team at Ogilvy & Mather developed the concept to reflect the notion of sharing with friends – the core essence of the Jameson Irish Whiskey brand.
Says Maggie Antone, group account director, Ogilvy & Mather: “The urban-industrial vibe of the venue and the eclectic blend of guests and performers created an atmosphere that drew everyone together. It was an unqualified success.”
Kathryn Love, marketing manager – spirits & champagne for Pernod Ricard, was equally delighted by the campaign’s outcome.
Says Love: “The Jameson Legendary Bar gave our Jameson fans a unique opportunity to genuinely experience the brand up close. The night was a truly memorable tribute to the rich Jameson heritage.”
Client – Pernod Ricard New Zealand
Marketing Manager – Spirits & Champagne, Kathryn Love
Brand Activation Manager – Spirits & Champagne, Maxime Zanelli
Agency – Ogilvy & Mather
Creative Directors – Paul Doffizi, Peter Wujkowski
social@Ogilvy – Ela Alptekin, Kim Harris
Group Account Director – Maggie Antone
Account Director – Sara Eichmann
Account Manager – Justin Rosenberg
Senior Designer – Sam Cox