It’s rare you get a company asking people to buy less of their product, but in 2022 Jameson did exactly that. TBWA was tasked with encouraging responsible drinking in a relatable way that would actually influence change.
The key insight was identifying the main barrier to drinking responsibly. A feeling of being “Outside the circle”, missing the fun and needing to explain themselves.
With the help of comedian and actor Aisling Bea, we set out to show audiences that there’s no harm in ‘Taking it Handy’. Offering techniques and tips to enjoy the night responsibly, encouraging drinkers to ‘Skip, sip, or measure’ in a humorous relatable way.
