Jameson promotes its Irish Whiskey through out-of-home art on buildings
Out-of-home agency Posterscope and Apparition Media have created three murals to promote Jameson Irish Whiskey and its long-standing and recognisable bottle.
Plastered over eight locations throughout Sydney, Melbourne and Brisbane, the murals say “Our family motto means without fear. Welcome to the family.”
Valeria Catterini, senior brand manager at Jameson Irish Whiskey, said in a statement: “The hand-painted billboards are disruptive and add an element of intrigue for passers-by during the painting process. Working with Apparition and the very talented artists allows us to behave differently in this traditional media channel and bring to life the Jameson ‘Sine Metu’ campaign in a new and exciting way.”
Lewis Stewart, group business director at Vizeum, said: “Our approach for the Jameson campaign was to build a sense of crafted authenticity through our communications.”
Elliot Devine, Posterscope business director, said: “Working closely with Vizeum and Apparition we selected the most impactful and relevant sites to elevate the brand and align with the Jameson Motto ‘Sine Metu’ – without fear.”
The murals will be displayed for five weeks in Surry Hills, Fortitude Valley and Melbourne’s CBD.
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Without wanting to diminish the efficacy of placing a six-storey tall facsimile of the product in an ad, I don’t see why Jameson, in its tagline, would be welcoming me, or any other passerby, to their family. It implies a pretty low bar for fearlessness and might even have Cosa Nostra undertones. “Care to join us?” would be more like it, wouldn’t it?
But much better is the tagline Jameson has used previously: “Fear a bit less, live a bit more.”
I recall from decades ago a US J&B Scotch ad that read:
ingle ells, ingle ells…
It’s just not Christmas without J&B.
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