The direction of this campaign consisted of an invention for a brand that could use an extension as well as transit advertisements that carry the message through. The idea was young adults generally have a difficult time drinking responsibly and knowing their limits. There tends to be more overindulgence that is followed by risky behavior, from there I decided to create an app for apple and Samsung watches. This being a drink counter app made for Jameson Irish Whiskey. After researching the brand in depth I created a concept that tied into its brand identity. This consisted of their typography, color palettes in their brand book, and the history of Jameson. The app’s contents are the input stats, drink counter, blood alcohol content, water reminder, recordings, and emergency contacts. All were created to endorse a responsible night of drinking.

Key Message: Know how to drink responsibly.

Target Audience: Young adults 21-30 years old. Individuals who enjoy going out, but have a hard time drinking in moderation.

About: Jameson Irish Whiskey is known for being the top Irish whiskey in the world. The brand has come a long way from its original objective, from trying to veer drinking whiskey away from mainstream mediocrity. The brand is known for its longstanding tradition and high quality which gives a more reserved and respected brand image.

Supporting copy: The app that allows you to drink with class.

Role: Copywriter, concept generator, researcher, designer, and art director of the campaign.