Jameson Design & Branding JAMESON PUB PAINTINGS by TBWA\Chiat\Day New York

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Industry Whiskey
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day New York
Creative Director Jonathan Mackler, Kris Wixom
Art Director John Clement, Anthony Decarolis
Copywriter Dan Giachetti, Aaron Stern, Yusuke Toyoda, Acd-Erik Fahrenkopf, Danny Gonzalez, David Alfonso Suárez
Producer Katherine D'addario, John Lafaso
Illustrator Domenick D'andrea, Daniel Graves, Michael Van Zeyl, Steven J. Levin, Warren Chang
Released January 2012

Credits & Description

Category: Point of Sale
Product/Service: JAMESON WHISKEY
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day\New York)
Creative Director: Kris Wixom (TBWA\Chiat\Day\New York)
Creative Director/Copywriter: Alisa Sengel Wixom (TBWA\Chiat\Day\New York)
Creative Director: Jonathan Mackler (TBWA\Chiat\Day\New York)
Copywriter: Erik Fahrenkopf (TBWA\Chiat\Day\New York)
Art Director: Anthony Decarolis (TBWA\Chiat\Day\New York)
Art Director/Copywriter: Kevin Kaminishi (TBWA\Chiat\Day\New York)
Art Director: John Clement (TBWA\Chiat\Day\New York)
Copywriter: Dan Giachetti (TBWA\Chiat\Day\New York)
Copywriter: Yusuke Toyoda (TBWA\Chiat\Day\New York)
Copywriter: Aaron Stern (TBWA\Chiat\Day\New York)
Copywriter: Danny Gonzalez (TBWA\Chiat\Day\New York)
Copywriter: David Suarez (TBWA\Chiat\Day\New York)
Head Of Production: Robert Valdes (TBWA\Chiat\Day\New York)
Art Producer: Julia Menassa (TBWA\Chiat\Day\New York)
Art Producer: Sydney Arkin (TBWA\Chiat\Day\New York)
Producer: Katherine D'Addario (TBWA\Chiat\Day\New York)
Producer: John Lafaso (TBWA\Chiat\Day\New York)
Lead Retoucher: Erwin Brown (TBWA\Chiat\Day\New York)
Production Studio: E-Graphics (TBWA\Chiat\Day\New York)
Art Producer: Katie Johnson (TBWA\Chiat\Day, New York)
Illustrator: Warren Chang (TBWA\Chiat\Day, New York)
Illustrator: Steven J. Levin (TBWA\Chiat\Day, New York)
Illustrator: Domenick D'Andrea (TBWA\Chiat\Day, New York)
Illustrator: Michael Van Zeyl (TBWA\Chiat\Day, New York)
Illustrator: Daniel Graves (TBWA\Chiat\Day, New York)
Media placement: Paintings - Pubs, Bars - January 31, 2012

Describe the brief from the client
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.

Describe the challenges and key objectives

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 been
detrimental to the brand.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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”.