Jameson World Beard Day

Summary

World Beard Day, has become a cultural phenomenon on the rise, and Jameson Irish Whiskey has continued to play a pivotal role in supporting and giving a voice to Bearded Brothers, and the beard community.

This it does by continuously promoting the beard culture, rekindling the identity of the community, as it commemorates the special day while also striking a balance with inclusion.

Challenge

How do we create an experience for the World Beard Day Campaign amid the COVID-19 pandemic which broke out some months earlier.

Task

Create an experience for World Beard Day without loosing the essence of the brand while strictly adhering to the COVID – 19 protocols.

Execution

We curated an experience for select bearded brothers from arrival to departure which involved drinks, food and games on arrival, a grooming session, a photo session with renowned photographer, Emmanuel Oyeleke, and interviews for bitesize videos like What If, Vox Pop & Beard Talk which took a light-hearted look at our bearded brothers in conversations and sharing their funny beard stories. This experience was used to generate content for digital media amplification to a larger audience as the pandemic did not permit mass gathering. .