Jameson's Whiskey // Pernod Ricard //
Sisonke Mzansi Campaign
Pernod Ricard is one of South Africa's largest spirit companies. Despite the difficulties that the pandemic presented, Pernod Ricard was inspired to gift alcohol differently for the festive season but also make a point of reinvesting in the local economy by creating jobs for poorer communities in South Africa.
5 local artists were selected to create bespoke artworks that embodied the brands they were assigned to, but they were also tasked with drawing inspiration from South Africans as a people and describing what it means to come together as a country. My brand was Jameson’s Whiskey.
For me, the Jameson’s IPA (Irish Pale Ale) whiskey evokes a lot of earthiness – represented in its wooden barrels and the green colour of its brand. Together, these elements inspire visions of nature and the powerful and beautiful forces it gives birth to.
"I wanted to create an artwork that used the iconic sceneries of South Africa as a metaphor for the array of cultures we have. Each of the forces in the image affects the other and this swells into a bouquet of beauty and power that is South Africans. The woman doubles as a product of exposure to all these cultures as well as being a force of nature in a more general sense.”
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These 5 artworks were used as the core designs for the various gifting items that were made for the festive season campaign. They were placed on tote bags and gift wrapping elements, as well as used on collateral and promotional items for the campaign on various platforms. The aim of the campaign was to have all these promotional items locally produced – from the artwork to the actual items customers could buy.
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