Jameson Irish Whiskey: Make It A Single (Measure)

TBWADublin has lent its talents to best-selling Irish whiskey Jameson to launch a new responsible drinking communications campaign. The campaign consists of a 30” hero for TVC, as well as four short form pieces for online (three 20” films and a 15”). Starring comedian and actress Aisling Bea, who co-wrote the script in collaboration with TBWADublin, ‘Take it Handy’ follows a number of social scenarios consumers find themselves in when they choose to moderate or skip a drink. Humorously portraying the perceived societal pressures that lead to overconsumption, the audience is reminded not to sweat the small stuff when it comes to making responsible drinking decisions. Jameson approached TBWADublin with the goal to talk about responsible drinking in a culturally relatable way that would actually encourage behaviour change. Tackling the brief from a behaviour change lens, the agency first identified the consumer “block” to drinking responsibly: it makes people feel outside of the circle, as if they’re being judged and missing out on all the fun. Armed with this lead insight, TBWADublin set out to disrupt this convention, by showing consumers that even when they ‘Take It Handy’, they’re always welcome at the table. Ensuring the campaign would be culturally accurate for a global audience, the agency altered the colloquial Irish tagline of ‘Take It Handy’ to ‘Easy Does It’ for release outside of the country. The agency also wanted to equip consumers with practical tools on how to drink responsibly without compromising on enjoyment - this is what led to the language of ‘Sip, Skip and Measure’. These tools, paired with the scenarios depicted in the creative, show consumers different ways they can ‘Take It Handy’ – through slow and mindful consumption, abstinence, and measuring their drink. The ‘Take It Handy’ campaign strives to welcome those who ‘Sip, Skip or Measure’ to the table. Humour is used to disarm and increase the relatability of the campaign to its target, since audiences better remember what makes them laugh. Because it really is no ‘big deal’, as Aisling Bea says herself. Directed by Tom Merilion and produced by Speers Film, the campaign launched in Ireland on 16th January, and will be rolled out across global markets later this year on TV, digital, and social.