CONCEPT & ART DIRECTION | SOCIAL & WEB
It should come as no surprise that there are more beer drinkers in Australia than whiskey drinkers. Jameson wanted to tap into that market with Caskmates, a whiskey aged in beer barrels.
To develop our insight, we started by looking at long-held traditions, behaviours and trends within the beer community. Our young, male audience, at some point in their lives, will have undertaken a classic Aussie ritual, known as the shower beer. Given Jameson’s overarching brand strategy of enabling collaborative innovation, what better way to promote a product born of that spirit than in the shower? After all, some of the world’s best ideas have gotten their start in that very spot.
We teamed up with a few Sydney beer legends to show the world how they drink their Shower Boilermaker. Young Henrys Brewer Jesse Searles, Ramblin’ Rascal owner Charlie Lehman, Shady Pines Saloon bartender Alen Nikolovski, illustrator Sindy Sinn and Hunter & Fox Tattoo owner Heath Nock striped down to their undies, turned on the shower and gave the world its first Shower Boilermaker tutorial.
