Propelling Jameson into the Heart of Football Culture – Jameson

Jameson needed to launch its KidSuper collaboration into culture, with three seconds to earn attention in the feed. The campaign had to build awareness, feel culturally relevant on social, and show Jameson’s personality: levity, community and craft. The shared idea was that community is king, through creativity, football fandom and great whiskey.

The campaign, “It’s What You Bring”, tells a story of togetherness through football and KidSuper’s Brooklyn world. The film visits his studio, which has a rooftop football pitch, with J Balvin joining Colm Dillane (KidSuper) and Nabil directing the hero film. A five-a-side on that pitch, Team J Balvin versus Team KidSuper, gave the campaign a real moment to rally around. Thumb-stopping social content carried the story through the summer, building on Jameson’s MLS and EFL partnerships.