JAMESON CASKMATES - LOVE THY NEIGHBORHOOD
With the #LoveThyNeighborhood Campaign, Jameson sought to engage their audience by partnering with artists to create murals that depicted the magic of their neighborhoods. I was tasked with representing the vibrant, artistic energy of Williamsburg Brooklyn, helping spotlight Jameson’s role as a brand that brings community together in moments of celebration.
Challenge:
As an internationally known whiskey brand, Jameson wanted to connect with local communities of whiskey lovers—and the local bars they frequented. The aim of this campaign was to strengthen brand loyalty, drive engagement, and align with shared values of community and social interaction through the creation of a fun, eye-catching mural that could serve as a symbol of community pride.
Strategy:
Jameson partnered with local artists in a variety of communities to create murals that depicted the unique essence of various neighborhoods. The murals were strategically placed in the neighborhoods they represented, fostering a sense of connection among residents. In the creation process for the Williamsburg mural, I needed to capture Williamsburg’s well known identity as a neighborhood for creatives, makers, and fun lovers of all stripes.
Execution:
The #LoveThyNeighborhood campaign, with my Williamsburg mural as a centerpiece, served as a unifying theme for all of Jameson's marketing efforts. This mural underscored the importance of community, social engagement, and local connections, highlighting the qualities that make my neighborhood exceptional. Through this campaign and murals like the one in Williamsburg, Jameson effectively nurtured community pride and engagement. It reinforced the brand's association with local bars and communities, building deeper loyalty among existing customers and attracting a new audience who values community, creativity, and connection.
Results:
My work on Jameson's #LoveThyNeighborhood campaign exemplifies the power of connecting with consumers on a local and communal level. By celebrating the uniqueness of neighborhoods through art and aligning with shared values of community and social engagement, Jameson successfully strengthened its brand presence, enhanced customer loyalty, and made a meaningful impact on local communities.
The campaign's multifaceted approach served as an inspiring example of how a brand can authentically connect with its audience while driving both sales growth and positive societal change.
AGENCY: 360i
Creative Director: Declan Byrnes-Enoch
