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TBWA\Dublin Widens the Circle with Global Jameson Campaign

TBWA\Dublin has rolled out a new global campaign for Jameson Irish Whiskey. The new campaign, which features Irish actor, writer and comedian Aisling Bea, is part of a multiyear multi-channel investment behind Jameson and comes ahead of a busy period for the brand in the run up the global festivities around St Patrick’s Day on March 17.

The new brand campaign is called Widen Your Circle and it builds on Jameson’s long held belief that life is better when shared.  The multi-media campaign will be spearheaded by a TV ad called ‘That Spark’ with a second TV ad is planned for Summer 2022.

“It’s a joy being part of Jameson’s new ‘Widen the Circle’ campaign,” says Aisling Bea. “As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together. The campaign felt like the perfect fit for me and I loved having the role of the person who is trying to get everyone to step out of their comfort zone and engage with people they may not have thought they were open or brave enough to. It’s the surprising thing we have so dearly missed the last two years. And the job comes with the added bonus of getting a visit to the Jameson distillery which is not a bad day at the office at all.”

“As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’,” says Brendan Buckley, global marketing director at Jameson owner Irish Distillers. “Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging,” he says.

Fiona Curtin, director of communications & creativity at Irish Distillers Pernod Ricard, adds: “Our new campaign for Jameson is about the magic of human connection and kinship. We are delighted to partner with TBWA\ Dublin, UEG and the wonderful Aisling Bea to help share our story – and our spirit with the world, prompting people to widen the circle and join us.”

Directed by the award-winning filmmaker Jake Scott of Ridley Scott Associates, the ad was shot by Crille Forsberg over a 5-day period in Cape Town, South Africa, followed by a two-day shoot in Dublin, Ireland.

According to Des Creedon, executive creative director, TBWA\Dublin: “The truth about finding your Kindred Spirit is that, while they’re out there they’re not always easy to find. And if we’re honest, there are times in life we’ve all thought we have to change who we are to find them. But of course, the opposite is the case. You just need to be your true self – and that’s what our ad, ‘That Spark’ is about.”

“Working closely with our fantastic client partners at Irish Distillers, we ensured that ‘Widen the Circle’ was embodied at every stage of the campaign,” says Kerrie Sweeney, global client leader at TBWA\Dublin.

“We even ‘Widened the Circle’ in our casting process, choosing unique individuals rather than the typical polished ‘adland’ stereotypes. We moved away from the dark, exclusive and leather-couched whiskey bars that are so associated with other whiskey brands, and into lighter and brighter third spaces – places where spontaneity, authenticity and new friendships can be discovered and celebrated,” she says.



Client: Irish Distillers Pernod Ricard
Director of Communications & Creativity: Fiona Curtin
Global Marketing Director: Brendan Buckley
Senior Marketing Manager: Sharon Dunne
Assistant Brand Manager Comms: Izette Kelly
Creative Agency: TBWA\Dublin
CEO – Deirdre Waldron
Executive Creative Director: Des Creedon
CSO: Mandy Leontakianakis
Global Client Leader: Kerrie Sweeney
Senior Producer: Adam Sherry
Creative team: Niall Staines & Niall McDonnell
Account Directors: Aoife McCarthy & Amy Satelle
Strategy Planner: Anne Cotte
Design Director: Kyle Schouw
Production: Ridley Scott Associates
Director: Jake Scott
Director of Photography: Crille Forsberg
Producer: Garfield Kempton
Post Production
Editing: Final Cut
Claire McGonigal & Struan Clay
Grade: Black Kite/ Tom Mangham
Post-production: Screenscene/ Allen Sillery
Sound: Mutiny/ Mark Richards
Music: John Walsh

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