Creating a call to craft on Instagram with Jameson Whiskey 

Jameson Whiskey tasked us with an Instagram campaign to support the launch of a major collaboration with US workwear brand Dickies. The content needed to highlight the craftsmanship of the garments in the collection while encouraging creativity and fans’ active participation.  

We rolled out a creator-led Instagram Stories campaign, collaborating with talented artists from four different markets: the US, UK, Germany and Japan. 

Meet our creators   

D’ana (US) @itscovl   

COVL is a Puerto Rican multidisciplinary artist hailing from Miami, Florida. COVL has collaborated with top brands such as Nike and Meta, and art directed and designed for the Netflix series "Never Have I Ever". She had her first solo show this year.   

Armah (Germany) @armah.art  

A multidisciplinary artist living and working in Hamburg, Armah’s artistic roots lie in street art and graffiti. RAW (rhythm and writing) is a style used frequently in his art.  

Doddz (UK) @doddz  

Doddz is an award-winning Augmented Reality (AR) artist from the UK. His mission is to spread positivity through uplifting experiences, and he’s worked with some of the biggest brands in the world to bring AR activations to a worldwide audience.  

Mamimozi (Japan) @mamimozi 

Fusing the visual language of graffiti, a product of hip hop culture, and traditional calligraphy, MAMI has established her own sense of style - ʻCalligraf2ity.ʼ Through her solo exhibitions and performances, her unique expression has circled the globe, starting from her home in Japan to over 40 countries. 

We asked each of our creators to customise a piece from the Jameson x Dickies collection in their distinctive style, creating something truly unique. They documented the crafting process via Instagram Stories and collaboration posts, sharing the journey with Jameson fans from concept to finished product.  

We supported this with paid media, utilising lookalike talent audiences to ensure our paid budget was working hard by reaching people likely to have an affinity with this type of content.    

At the core of the campaign was an interactive experience. More than just a broadcasting channel, we used Instagram Stories to create a two-way dialogue between the artists and their audiences, giving people the chance to directly influence the crafting process through Polls, Slider Stickers, and replies.