Jameson / TBWA\CHIAT\DAY
Prologue collaborated with Jameson to create a series of advertisements showcasing the steps Jameson takes in its straightforward but laborious mission to deliver the perfect tasting whiskey.
Jameson opened the doors of their distillery in Cork, Ireland, to us for a three-day shoot. Prologue worked to capture key moments in the Jameson Distillery’s proudly authentic and traditional process of whiskey-making.
For our part, Prologue added hand-crafted practical typography to Jameson’s tools of the trade. After extensively researching and then selecting the appropriate typeface, we carved and painted letterforms onto barrels, etched or engraved them into metallic surfaces, and stenciled them onto burlap sacks.
Although this took more time than doing it all in post-production, the result was a greatly enhanced “hands-on” feeling in each spot. Further, the pieces aired without narration— largely thanks to our effective use of typographic design.