Vizeum and out-of-home specialist agency Posterscope have teamed up with Apparition Media to roll-out a unique mural series promoting Jameson Irish Whiskey.
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’, which in Latin means ‘without fear’.
The series includes three variations of the same design, with each mural to be up for five weeks.
Jameson Irish Whiskey’s senior brand manager, Valeria Catterini, said: “We are incredibly impressed with the Apparition Media approach to out-of-home advertising. The hand-painted billboards are disruptive and add an element of intrigue for passers-by during the painting process.
“Working with Apparition and the very talented artists allows us to behave differently in this traditional media channel and bring to life the Jameson ‘Sine Metu’ campaign in a new and exciting way.”
Vizeum group business director Lewis Stewart 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 business director Elliot Devine 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.”