Back to list
Pernod Ricard

John Jameson Productions

How not selling a brand increased brand advocacy by 110%


With so many spirit brands vying for the attention of 25-35 year olds, Jameson needed to do something different to stand out from the crowded marketplace. Our challenge was to increase brand advocacy among Jameson’s target audience of urban, creative males.


Establish a genuine connection with the target audience through brand-enabled content that builds on the global platform of ‘Unexpected Good Times’.

John Jameson Productions, a company created specifically for this campaign, offered budding screenwriters the rare opportunity to submit authentic script ideas that would be produced by a brand, but not for the brand. The only requirement was that each three minute script must have an unexpected ending.

Over 800 screenplays were submitted with the top three ideas produced by Jameson and screened at short film festivals around the world, including the world-leading Tropfest. The campaign was supported with print, cinema, radio, online, experiential and social media.

results for the campaign