Jameson.
Irish whiskey brand Jameson has made its mark on AFL Gather Round with the launch of the Jameson Clubhouse in a campaign via the Idea Shed.
This is the first work from The Idea Shed since its appointment as creative commerce agency on a competitive pitch.
“The Idea Shed helped us launch Jameson footy season kick-off with a bang at Gather Round, building something fans genuinely wanted to be part of,” said Irish Whiskies Portfolio at Pernod Richard Pacific, senior brand manager, Liam O’Connell.
“The Jameson Clubhouse struck the right balance between cultural relevance and commercial ambition, helping us drive trial of Jameson Ultra, reward fandom and champion the real moments of connection that footy fans care about.”
Live throughout the Gather Round, the Jameson Clubhouse transformed Adelaide’s Highway.
At the Jameson Tribute Booth, where supporters recorded personal video tributes celebrating their club, and their most unforgettable memories, for a chance to win an exclusive MCG experience.
The Jameson Ultra Skills Zone included the Ultra Passing Challenge to the Vertical Jump.
The Clubhouse also featured guided Jameson tastings hosted by Brand Ambassador Katie Coleman, giving fans the opportunity to trial the Jameson Ultra Blend 10%.
“Gather Round is a pilgrimage for footy fans, built on energy, ritual and togetherness, and we needed Jameson to feel like part of that culture, not something layered on top of it,” said The Idea Shed general manager, Dan Adams.
“By acting like a fan and creating an experience people genuinely wanted to be part of, we were able to build relevance, drive trial of Jameson Ultra, and turn footy passion into meaningful commercial outcomes."
Agency Team
John Volckman – Partner
Richard Strettell – Partner
Dan Adams – General Manager
Adrian Moore – Head of Creative Experience
Anna Blackie – Account Director
Shona Williams – Senior Account Manager
Olivia Martino – Account Manager
Client Team
Liam O’Connell – Senior Brand Manager
Alia Jones – Assistant Brand Manager
Kristine Fernandez – Senior Consumer & Digital Experience
Maddie Bloffwitch – Account Manager
Bolstr
Darren Levin – GM Marketing Solutions
Hannah Nickels – Head of Strategy & Operations
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