Many people think whiskey isn’t for them. Some see it as elitist and old fashioned, some see it as harsh tasting.

But Jameson is different. It is triple distilled for a much smoother taste that everyone can enjoy and has a light-hearted personality that stems from its Irish roots. We had a unique opportunity to introduce more people to Jameson and bring them into the family.

The director has a great challenge in this film. He had to find the perfect balance between humour, stunts, action, and intrigue. He had to cast and create a lead character that was incredibly lucky and smooth, but who was also likeable and charming. He had to seamlessly blend practical effects with CGI. All while shooting in blazing heat and humidity.

In just the first few months since launch, the campaign has lifted our brand awareness by 10.5% for younger drinkers (a key growth audience).

This lift in brand awareness outperformed the category – our increase was stronger than Jack Daniels, the market leader, as well as Jim Beam and Crown Royal.

We built our campaign with inclusivity at its heart and it showed - it performed most strongly with multicultural consumer groups.