In this campaign, we wanted to bring the epic Irish storytelling of the Jameson TV spots to life in a bar setting in the most authentic way possible. Staying true to the way great men were immortalized in the 18th century, we created large- scale classic oil paintings depicting Jameson Irish Whiskey founder, John Jameson, in legendary moments that capture the passion he had for his whiskey. We collaborated with five classically trained artists from around the world to research, cast, stage, prop, sketch and paint these legends. No detail went unscrutinised, from lighting to intricacies of brushwork. Even buckles on shoes were researched. Plaques were placed directly below each painting with dates and entertaining descriptions of what was going on in the scene.

We collaborated with 5 classically trained artists from around the world to research, cast, stage, prop, sketch and paint these legends. No detail went unscrutinised, from lighting to intricacies of brushwork. The paintings were hung in bars along with plaques inscribed with dates and entertaining descriptions of what was going on in each scene.The use of authentic, old-world oil paintings enabled a credible depiction of Jameson’s time while still retaining a modern sense of humour.

As confirmed by both consumers and bartenders, the pub paintings were a successful way to advertise in bar without losing credibility/detracting from Jameson's unique authenticity or going too mainstream. In fact, consumer reception proved that it even added to the 'street cred' of the brand, while continuing the legacy of John Jameson and the passion for his whiskey.