Ogilvy collaborates with Jameson for groundbreaking global campaign

2023-11-09 05:28:04

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Jameson Introduces First Global Campaign by Ogilvy

Jameson Irish Whiskey has unveiled its inaugural global campaign, "Must Be a Jameson," in collaboration with its newly appointed global agency Ogilvy. The campaign aims to capture the essence of the brand's smoothness and the lightheartedness of those who don't take themselves too seriously. Narrated by Irish actor Cillian Murphy, the ad follows a character named Jose as he navigates through small mishaps, turning them into memorable experiences.

New Global Platform: Must Be a Jameson

The campaign introduces a new global platform for Jameson, symbolized by the phrase "Must Be a Jameson." This tagline embodies the whiskey's smoothness and the carefree attitude of individuals who exemplify it. The goal is to establish the phrase as a familiar expression associated with Jameson Irish Whiskey.

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Bringing Characters to Life

The ad showcases Jose, a suave and adventurous character, who effortlessly turns a stain on his shirt into a fashion statement and a wrong turn into a happening party. His ability to embrace unexpected moments reflects the spirit of Jameson. The To finish off of the ad emphasizes that those who appreciate Jameson's qualities "must be a Jameson."

Rollout and Future Campaign

The campaign will be launched across various mediums including TV, audio, social media, out-of-home, and streaming channels in the U.S. before expanding globally. The creative direction for the campaign was overseen by Oscar-nominated writer-director Bryan Buckley.

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A second spot is planned for early 2024, which will introduce viewers to another character named Julia and promote the latest product release of Jameson Orange. Like Jose, Julia embodies adventure and the unexpected twists of life.

Impact and Future Plans

Johan Radojewski, Vice President of Marketing at Jameson Irish Whiskey, stated that the campaign aims to connect people through a shared outlook on life and highlights the brand's ability to be both serious and lighthearted. The campaign's message encourages individuals to embrace chance encounters and connect with others who could also "be a Jameson."

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Agency Partnership with Ogilvy

Ogilvy won the global account pitch for Jameson against its 20-year incumbent TBWA and Publicis New York. As part of the collaboration, Jameson aims to reinforce its presence in established markets like the U.S. and expand its customer base in emerging markets such as South Africa and Asia.

Brand Strategy and Success

Antonis Kocheilas, Global CEO of Ogilvy Advertising, highlighted Jameson's reputation for its smooth taste and welcoming nature. The campaign's concept revolves around a family connected by a shared spirit of not taking themselves too seriously.

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According to COMvergence, Jameson invested £22 million in measured media in the U.S. in 2022, with a significant portion dedicated to digital media. In the same fiscal year, Jameson sold 10.4 million cases globally, solidifying its position as one of the top whiskey brands with a dominant 67% market share in the Irish whiskey category.

Credits:

• Ogilvy UK
• Ogilvy New York
• Ogilvy Chicago

• Global CEO, Ogilvy Advertising: Antonis Kocheilas
• Global Chief Creative Officer: Liz Taylor
• Executive Creative Directors: Nicola Wood, Andy Forrest
• Creative Directors: Alice Teruzzi, Francesca Ferracini, Liam Butler
• Senior Art Director: Mark Harrison
• Creative Directors: Jen Richardson, Emily Clark
• Executive Producer: Sally Lipsius
• Junior Producer: George Ward
• Assistant Producer: Eva McAlpine
• Executive Design Director: Luke Ridgway
• Lead Motion Designer: Alex Dunford
• Designers: Kieran Wye, Olivier Lafayase
• Head of Strategy, Advertising: Matt Waksman
• Strategy Directors: Elise Alverson, Natalie Chester
• Project Management Lead: Joel Metcalf
• Project Director: Emily Fry
• Project Manager: Anna Matyasovszki
• Managing Partner: Andrew Brooks
• Executive Group Director: Amy Medellin
• Client Partner: Kate Woodruff
• Business Director: Alex Pryce
• Account Director: Rachel Passman
• Senior Account Manager: George Skane-Davis
• Account Executive: Calvin Twist

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