The murals, situated at eight locations throughout Melbourne, Sydney and Brisbane, depict Jameson’s iconic artwork featuring its famous bottle alongside the Jameson family motto of ‘Sine Metu’ (Latin, meaning ‘without fear’).
Lewis Stewart, group business director at Vizeum said: “Our approach for the Jameson campaign was to build a sense of crafted authenticity through our communications.”
“Using Apparition, we were able to transform the traditional Out-of-Home experience into a delivery mechanism which showcases high quality, in cherry-picked environments, that enables us to talk to our consumer in a unique and creative way.”
Posterscope handpicked locations that were both popular and high-traffic such as Surry Hills NSW, Fortitude Valley QLD, and Melbourne’s CBD.
Elliot Devine, business director at Posterscope said, “Jameson challenged Posterscope with thinking outside of traditional Out-of-Home channels to elevate the Jameson brand. Working closely with Vizeum and Apparition we selected the most impactful and relevant sites to elevate the brand and align with the Jameson Motto ‘Sine Metu’ – without fear. It’s exciting when a brand challenges the medium to come up with really creative executions!”
The series, created by Apparition Media and inspired by Jameson’s iconic artwork, includes three variations of the same design.
Says Tyson Hunter of Apparition Media: “Jameson is a brand we have dreamt about working with since we started this business. It was one of those brands that we knew would fit the medium perfectly and we are very excited that we got the opportunity to work with them on this campaign.”
Each mural will be up for five weeks.