Jameson x Lovers F.C.
While Jameson Irish Whiskey is well established in the UK, to further integrate it into the cultural landscape, the world of football was chosen as a focal point for the brands’ audience. I was brought in to help bring to life a campaign that focused on the meeting point of football and fashion culture with a limited edition run of jerseys that celebrated the upcoming World Cup.
Sourcing, commissioning and working closely with classic football shirt guru Neal Heard and his brand Lovers F.C., five shirts were designed that interpreted iconic national team kits with a uniquely Jameson twist. These became an extremely desirable limited edition set that were available for purchase online and in person with a Boxpark Shoreditch pop up, selling out in days after fantastic publicity.
The PR buzz was underpinned by a beautifully cinematic and filmic set of images that had a foot in both the worlds of lifestyle and fashion in order to create a striking, attention grabbing look that felt nicely unexpected for a brand with a somewhat traditional aesthetic. These ran across owned social and earned editorial publications.
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Photography: Niall Hodson
