Jameson needed a narrative that transcended the tired clichés of the drinks market. We fused our passion for sport and cinematography with an authentic celebration of UK pub culture to reflect the raw emotion on the pitch and in the pub, where every handshake, every beer mat flip, and every shared cheer tells a story of genuine camaraderie.
Our approach was end-to-end, weaving together the Jameson brand platform and wider TVC approach with social creative development and an innovative production ethos. Key to our strategy was the fusion of:
We started on the football pitch, capturing the fierce energy and rapid-fire action as goals were scored in quick succession—each moment meticulously edited to reveal the artistry of a smooth transition.
In the pub, our camera didn’t merely document the scene—it interacted with it. Social-first camera framing and dynamic hand shots brought the viewer into the centre of every moment. Whether it was a fist bump signalling mutual respect or a spontaneous cheer over a perfectly timed beer mat flip, each cut was designed to capture the natural, unscripted energy of authentic British socialising.
The energy, authenticity, and innovation translated into significant uplift in brand sentiment and engagement metrics, proving that when you mix fearless creativity with strategic precision, the results are anything but middle-of-the-road.
By throwing out the safe playbook and embracing the messy, brilliant reality of real-life passion, we transformed Jameson into a brand that feels as essential as that perfect pint in your local.