My Round

Brief

With ambitious growth goals in the Australian market and an objective to position Jameson as the ‘go-to’ round of its core consumer, Monster Children Creative were briefed to develop a local creative idea to provide a guiding star for all Jameson activity, including ATL, BTL, experiential, digital and PR. 

The Work

Building on the consumer insight that ‘experiences are better shared with my mates’, Monster Children Creative conceived My Round, a creative brand territory with the ability to shape shift across all communications. In its first year the platform provided the foundations for new ATL ASSETS, the ‘Jameson House of Rounds’ and ‘Rounds at’ experiential programs, events such as ‘Australia’s Biggest Round’ and the ‘All Rounders’ content series. As a result of the My Round campaign Jameson enjoyed double digit YOY growth across all metrics and moved into the Top 10 spirits brands in Australia.