A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

J-01-18. Promo that’s never existed

AgencyNEF \ TBWA
Creative headOleg Romanov
Author of ideaOleg Romanov
ProductJameson Whiskey
DescriptionProblem:
Byelorussian legislation strictly prohibits any promo of alcohol brands.

Insight:
Government supports “green” initiatives.


Solution:
We asked consumers not to throw away empty Jameson bottles and turn them into eco-souvenirs. Thus we created the unique «user-modified junk».

Mechanics:
Empty bottle was turned into a souvenir applying fusing technology at Jameson Workshop. This technology allows to fuse and modify bottles in a special furnace.

Results:
735 souvenirs were turned into posters in participants’ homes.
Jameson’s market share grew up to 70%, and the brand itself gained the status of a socially responsible brand.
AdvertiserJameson
Team membersVlad Saveliev (Creative Group Head), Vadim Durovich (Copywriter), Nikita Shumakov (Copywriter).