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Tribute to coopers — tribute to cooperation. This words define the main idea of the first Jameson Black Barrel campaign in Ukraine. We used the main feature of this premium product of Jameson Irish Whisky line — coal, to create long-term winter activation in digital and offline in collaboration with Ukrainian artists.
is a tribute to coopers who painstakingly give their bourbon barrels an additional charring to reveal their untold richness and complexity. Because every barrel contains secrets; the trick is coaxing them out.
We built the whole campaign around fire and coal. It inspired us to involve artists who used coal-look technics in their graphic works and musicians who were looking authentically singing near a fireplace.
We invited three top graphic artists from Ukraine — Volodymyr ‘WaOne’ Manzhos, Artem Proot and Olexander ‘Graphoman’ Grebeniuk, to create special prints inspired by the story about Jameson Black Barrel coopers job and coal as the some kind of the ingredient of this premium whisky. Prints were used then to create plaids presented to influencers as a part of the gift-pack.
Different gift-pack sets were sent to influencers right after the interview with each artist was released online at DTF Magazine. It contained also Jameson Black Barrel bottle and a postcard telling more about the project and the collaboration with a QR-code to the interview.
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Printed artworks signed by authors were used also as presents during the raffle for online audience: 5 prints of each artist were drawn among the most attentive people who found Jameson brand ‘J’ letter in Instagram publications and put the correct number in comments.
The second part was dedicated to warm home concerts near the fireplace. Two Ukrainian singers — Dmytro Shurov (Pianoboy) and Kolya Serga, presented their acoustic programs through online concerts in live format.
We also invited influencers to attend our online stream. They got special gift-packs with neon signs in fire shape and Jameson Black Barrel bottles.
First gift-pack included one of three limited blankets with artists` prints which takes inspiration from Jameson brand story and exquisite craftsmanship of creation Jameson Black Barrel. Influencers` set was also supplemented by music postcard with the charming hearth sound as well as Jameson Black Barrel bottle.
Another one contained a neon fire sign that could be used outside the box, and the black wooden base with a special aroma candle made from the wood too. Second set also had a music postcard with the sound of fire to finish the cozy atmosphere. And of course the bottle of Jameson Black Barrel with a branded glass to enjoy a drink listening to the concert.
The main platform for the project was DTF Magazine that connected parts all together. The landing page included videos of concerts, interviews and artworks of the artists, and information about the raffle of the artists prints. And 24/7 during the project there was an online fireplace video containing Jameson Black Barrel product image and real fire sound to create winter home atmosphere wherever you are.
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All the content was promoted through social media and was also re-designed to be used in Instagram — general description of the project, videos, interviews.
Taras Yevtushenko
Creative Director
Dmytro Sobol
Key Account Director
Yuliia Sosnovska
Special Project Manager
Volodymyr Voloshchuk
Editor-in-chief DTF Magazine
Hanna Tsupko
Journalist DTF Magazine
Anastasiia Kyrychenko
Event Manager
Oleksandr Kovalenko
Digital Manager
Maria Nevezhyna
Designer
Ivan Sutiahin
Technical Director
Kostiantyn Demianenko
Technical Manager
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