Jameson Whiskey is extending its global strategy to align with the film sector in Australia with a unique campaign created by strategic communications agency The Hallway.
Targeting 28 to 35-year-olds, John Jameson Productions is a competition to create an inspired idea for a three- minute film with the winners receiving $20,000 towards production costs. To qualify, the idea needs an unexpected ending in keeping with the Jameson key brand benefit of "unexpected good times".
Eight finalists will be invited to a workshop with a panel of professional screenwriters to mentor them in how best to translate their ideas into a screenplay and John Jameson Productions will produce the three winning screenplays.
Matt Tallentire, Jameson Irish Whiskey senior brand manager, said: "Jameson's international association with film is a genuine one and in Aus- tralia we wanted to extend that association to ensure it was relevant and meaningful to our target audience."
Taking the idea of film scripts one stage further, all campaign communications use a screenplay format to communicate core messages - these span print, outdoor, email and cinema ads which were developed by The Hallway.
Jameson is also lending its support to film development creating www.johnjamesonproductions.com.au as a social network for aspiring screenwriters and film-makers.
The campaign launches at Tropfest in Sydney February 17.