Combining talent with culture.

NATIVE VML is the lead digital agency for Jameson Irish Whiskey, the world's most recognisable and beloved Irish whiskey. Our relationship began in 2012 with the Jameson social media channels, and by creating  engaging, locally relevant communication in step with popular culture, NATIVE VML has successfully increased brand engagement. This culminated in the Jameson SA Facebook page's recognition as South Africa's top Facebook page in 2015. We created the Jameson INDIE Channel - a fearlessly authentic platform for South African creatives to showcase their talent through multiple mediums. 

Case study

Leading the channel's community.

Jameson has earned a place in South African popular culture, yet with its growing popularity, the brand is being pushed further into the mainstream. This could potentially undermine Jameson's alternative status, and erode the brand's talkability. We wanted to ensure that Jameson remains an active participant in the South African pop culture conversation by curating and - more importantly - creating relevant and entertaining content.

Challenge

To truly engage with Jameson's consumers and cultural influencers, we had to do more than just observe them in their natural habitat; we had to get stuck in and lead from the front.

Idea

South Africa has a huge independent creative scene, hidden across the internet IRL. What if we could find a home for this amazing content? And what if we could encourage creators, foster collaborations, and assemble crews to create fresh, exclusive content for our audience?

Result

With hundreds of thousands of views notched up on its YouTube channel, the Jameson INDIE Channel continues to play an active role within the creative community and to grow its audience. The ongoing goal is to remain an ally to young South Africans who want to tell their own stories.

Awards & Recognition

Loeries
The Webby Awards
Bookmarks Awards

Case study

The Jameson Music Video Grant

Jameson is an alternative whiskey for alternative people. 

Challenge

Jameson is an alternative whiskey for alternative people. But how do you reach this niche audience?  In a country filled with incredible talent, we gave undiscovered artists their big break. 

Idea

We created The Jameson Music Video Grant. An open call for fearless music video ideas, that we turned into reality, resulting in entertainment for our alternative audience. From the streets of Soweto, and the imagined underbelly of Johannesburg, to rural Lesotho... We put emerging AND long forgotten subcultures onto the screen. And they spread. Creating a platform for fresh and unconventional talent, effectively amplifying Jameson's role in pop culture. 

Result

  • 550 Treatments received*
  • 1.63 Million People Reached*
  • 4.5 Million Impressions*

                                                                                  *2017/ Impepho