A few months ago, Irish Distillers asked us to bring their international print campaign for Jameson Whiskey to life online. The two executions in the campaign were called Meteor and Crocogator. They featured people being easygoing during extraordinary circumstances while enjoying a Jameson.

Our brief was to create a Digital Tool Kit of online advertising to support the print campaign with executions that could be adapted globally. (The campaign was to run in every continent except North America.) A considerable challenge.

Crocogator print execution:

Meteor print execution:

After drinking a lot (of tea), we presented some different solutions to the client. Two were selected. Then we talked to the media agency and refined the ideas further so they would work as dynamically and efficiently as possible online.

Once everyone was happy, we contacted production house, ‘The Element’ and discussed how to make these ads work across different markets in the most efficient way possible. (More tea was needed).

We shot the actors against green screen. This live action was then composited against the backgrounds that were used in print executions. They were then graded and finally the Meteorite and the Gator were added in as computer animation over the composited scenes.

Crocogator live action against green screen:

Meteor live action against green screen:

For our showpiece execution, we created an overlay. The Gator breaks through onto a website and climbs into a MPU featuring our actors, causing damage (created with additional animation) as he goes along.

We completed the campaign over the course of an intense two weeks. It was launched this week on the Irish market and it will be appearing worldwide over the course of October. (Gallons of tea later. )

So well done to everyone involved. Have a cuppa on me.

Crocogator website overlay:

Crocogator duo format:

Meteor duo format:

John Martin - Senior Art Director

I started in advertising when there were things called paper and markers. Moved around town a bit, then changed religion and transposed myself from traditional to digital. Thinks a lot, moans a bit, drinks a little.