Sailor Jerry builds on documentary campaign with travelling art exhibition
Sailor Jerry Spiced Rum is building on its Jerry Can Ride documentary campaign from 2016, launching its latest campaign which focuses on Norman ‘Sailor Jerry’ Collins’ artwork.
Created by Kontented, the ‘Origins of Original’ activation aims to demonstrate how tattoo culture has evolved, by telling stories of local tattoo artists and others who share similar values and passions to Sailor Jerry.
The activation will also tell the story of American tattoo artist , Norman ‘Sailor Jerry’ Collins – the brand figurehead for Sailor Jerry Spiced Rum – through a curated collection of his original artworks which will run in a national travelling exhibition.
It will feature a selection of artwork by Collins, as well as a local tattoo artist at each exhibition stop (Brisbane, Newcastle, Sydney, Woolongong, Melbourne and Bendigo).
It will be supported by local music acts and accompanied by curator CCAHA Paper Convervator and art historian, Samantha Sheesley.
Andrew Skehan, marketing manager at Williams Grant & Sons, Australia said the latest piece of work will be the biggest for the brand to date.
“The Jerry Can Ride in ‘16 was epic. I just didn’t think we could beat it, but the plans for Origins of Original embodies our Sailor Jerry ethos by bringing to life the man and namesake of our brand Norm ‘Sailor Jerry’ Collins.
“By travelling his priceless artwork around the country and supporting local tattooists, artists and musicians as Sailor Jerry did himself in the day, we will continue to share his amazing story which is the backbone to the brand. It’s going to be big and our brand is so proud of the work to date.”
Miguel Garcia, head of strategy and client services at Kontented said of the campaign launch: “Over the course of the last eight months we’ve been pulling together one of the most prolific art collections and getting ready to travel it alongside six of Australia’s most high-profile artists in the tattoo industry.
“The original Kontented production has been developed in conjunction with our massive social strategy which aims to connect content with our target demo in a seamless and genuine way.”
