The Stay Inn Challenge
Viewers were able to witness the creative magic in action through a series of intimate video calls between the artists.
Jameson promises to ‘make together even better’. So when the pandemic hit, and ‘together’ suddenly became a lot more difficult, they had to find new ways to connect with audiences. The answer: partnering with world-class talent to create culturally meaningful content via a series called Jameson Connects: The Stay Inn Challenge. We helped the brand bring this new content format to life as we followed hip hop icon and Grammy-nominee Bas collaborating with up-and-coming talent around the globe. Across 8 episodes, this virtual music mentorship program saw him working with Houston-based underground Afrobeats DJ/Producer Say3 and then with Loah, a Dublin-born Irish-Sierra Leonean singer-songwriter who creates a unique blend of Afro-soul and folk. Viewers were able to witness the creative magic in action through a series of intimate video calls between the artists. Fans tuned into the Jameson Connects YouTube channel to watch the raw, creative process unfold in front of them as the musicians wrote, produced and remixed tracks. The campaign, which involved no paid media, earned over 25M impressions, 2.2M reach and over 1million streams on Spotify, showing that together can be made better…even when apart.