erin knitis | big guns creative
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memorable, measurable marketing maven
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Jameson holiday campaign
Project type
Omnichannel advertising
Agency
Hogarth
Role
Creative Director, Copy
Skills
beating crazy deadlines, concepting, script writing, co-managing video/photo shoot, directing voiceovers remotely, presenting & selling in to 10+ senior client stakeholders
My art partner & I were asked to create an omnichannel holiday ad campaign for Jameson original & Black Barrel. For the TV components, we had TWO MONTHS to go from concept to execution to air. While we were producing the spots, we began creating the corresponding social components, for Facebook, Instagram, Twitter/X, Pinterest, even Reddit.
The brief called for multiple short films to run worldwide, so they had to be widely culturally relevant. We had to promote the brand responsibly, & in EMEA, cocktails themselves couldn't appear at all.
Most importantly, for original Jameson, everything had to be based in the strategy of "Jameson brings people together for smooth celebrations," & incorporating the phrase "smooth celebrations" was mandatory. For Black Barrel, the work had to be based on "the perfect gift of rich, smooth taste," with "rich, smooth taste" incorporated.
The campaign got such huge engagement, Jameson booked us in to help with their next product launch.
