Our Reel
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From turning a whiskey barrel into a roaming steampunk saloon to staging a full-blown Irish musical in the heart of Shimokitazawa, our work with Jameson always pushes us to find new ways to bottle culture and pour it straight into the streets of Tokyo.
- PROJECT -
Jameson is one of the world's most beloved Irish Whiskey brands. For Halloween 2016, USN promoted Jameson on the streets of Shibuya. Converting a whiskey barrel, USN created the mysterious steampunk "Jameson Barrel Bar" and brought it to the heart of Shibuya with the help of a "Barrel-tender". With the most party-goers coming out to celebrate Halloween in Shibuya that year, the Jameson Barrel Bar received a lot of attention and became a popular topic on social media. In addition, USN produced Halloween displays with a steampunk twist for bars in Shibuya. The interactive Halloween decorations, such as zombie cosplay coasters, game coasters you can play with your friends and glow-in-the-dark bottle stands, successfully bridged the gap between brand and consumer. Total Reach: 3,100,000+
- PROJECT -
Jameson wanted to highlight its bold, social brand in one of Tokyo’s hippest areas and stand out to an audience that has seen it all. The challenge was to create something unexpected and unforgettable. UltraSuperNew answered by creating an immersive Jameson musical in Shimokitazawa Mikan. We led the concept and produced the full experience, including the story, original music, choreography, and set design. Guests watched live performances by local musical performers and moved through the space as the story unfolded around them. The musical told the story of John Jameson, the founder of the brand, and his bold decision to triple-distill whiskey. This brought Jameson’s Irish heritage to life in a fresh and surprising way. By using a theatrical format rarely seen in brand activations, USN created a social and memorable experience that expressed Jameson’s spirit through culture, not advertising.
