Jameson - "Take it Handy"

TBWA\Dublin

TBWA\Dublin Dublin, Ireland

1339

Brand: Jameson
Country: Ireland

Advertiser: Pernod Ricard

Title	Take it Handy
Agency	TBWA\Dublin
Campaign	Take it Handy
Advertiser	Pernod Ricard
Brand	Jameson
Date of First Broadcast/Publication	2023 / 1
Business Sector	Spirits, Fortified Wines
Philosophy	TBWA\Dublin has lent its talents to best-selling Irish whiskey Jameson to launch a new responsible drinking communications campaign. The campaign consists of a 30” hero for TVC, as well as four short form pieces for online (three 20” films and a 15”). Starring comedian and actress Aisling Bea, who co-wrote the script in collaboration with TBWA\Dublin, ‘Take it Handy’ follows a number of social scenarios consumers find themselves in when they choose to moderate or skip a drink. Humorously portraying the perceived societal pressures that lead to overconsumption, the audience is reminded not to sweat the small stuff when it comes to making responsible drinking decisions. Jameson approached TBWA\Dublin with the goal to talk about responsible drinking in a culturally relatable way that would actually encourage behaviour change. Tackling the brief from a behaviour change lens, the agency first identified the consumer “block” to drinking responsibly: it makes people feel outside of the circle, as if they’re being judged and missing out on all the fun. Armed with this lead insight, TBWA\Dublin set out to disrupt this convention, by showing consumers that even when they ‘Take It Handy’, they’re always welcome at the table. Ensuring the campaign would be culturally accurate for a global audience, the agency altered the colloquial Irish tagline of ‘Take It Handy’ to ‘Easy Does It’ for release outside of the country. The agency also wanted to equip consumers with practical tools on how to drink responsibly without compromising on enjoyment - this is what led to the language of ‘Sip, Skip and Measure’. These tools, paired with the scenarios depicted in the creative, show consumers different ways they can ‘Take It Handy’ – through slow and mindful consumption, abstinence, and measuring their drink. The ‘Take It Handy’ campaign strives to welcome those who ‘Sip, Skip or Measure’ to the table. Humour is used to disarm and increase the relatability of the campaign to its target, since audiences better remember what makes them laugh. Because it really is no ‘big deal’, as Aisling Bea says herself. Directed by Tom Merilion and produced by Speers Film, the campaign launched in Ireland on 16th January, and will be rolled out across global markets later this year on TV, digital, and social.
Media Type	Television
Length	30 seconds
Actor / Celebrity	Aisling Bea
Advertising Manager	Fiona Curtin
Advertising Manager	Sharon Dunne
Advertising Manager	Andrew Dunphy
Chief Executive Officer (CEO)	Deirdre Waldron
Chief Strategy Officer	Mandy Leontakianakis
Executive Creative Director	Des Creedon
Creative Director	Niall Staines
Global Account Leader	Amy Satelle
Senior Account Manager	Katie Corscadden
Head of Production	Onagh Carolan
Senior Producer	Adam Sherry
Strategic Planner	Katie Atkinson
Creative Team	Des Creedon
Creative Team	Niall Staines
Creative Team	Megan Naude
Creative Team	Dimitrios Leontakianakis
Creator/Writer	Aisling Bea
Assistant Writer	Clare Duffy
Assistant Writer	Adam Hess
Production Company	Speers Films
Director	Tom Merilion
Producer	Jonny Speers
Producer	Gráinne Tiernan
Director of Photography (DOP)	Tat Radcliffe
Music	denis kilty
Sound	Mutiny
Sound Engineer	Mark Richards
Editor	Rob Hegarty
Online Artist	Gavin Casey
Online Studio	Screen Scene
Post-production Producer	Peter Greene
Stylist	Nicholas Klemp