Jameson Irish Whiskey has long been favoured by the bartending community.
For years, Jameson hosted the “Bartender’s Ball” in cities around the world to give back to the bartenders that have helped fuel the brand’s growth.
The Challenge
Enthusiasm around The Bartender’s Ball had been in decline and Jameson was looking for a new way to engage and excite the bartending community in a way that was distinctly “Jameson” and that embodied the brand’s “Sine Metu” mantra – that when you fear a bit less, you live a bit more.
Strategic Approach
Bartenders crave meaningful experiences that bring them closer to the brands they love. They also hold a great deal of “social stamina”.
With this in mind, we decided to create an over-the-top experience that leaned into these insights.
The Campaign
The Bow Street and Back campaign invited bartenders from across Canada to take part in an Instagram-driven scavenger hunt to win a ticket to an unknown destination.
44 winners met in Toronto, where they boarded a private jet for a 24-hour trip to Dublin.
Our bartenders were immersed in Jameson’s Irish culture – from Dublin’s legendary pubs to its modern club scene. The gang learned a lot, experienced even more, and returned with a memory that will last a lifetime.
