Brand positioning, comms strategy, creative direction, copywriting
I love Jura. The island and the whisky. I was lucky enough to look after the brand for nearly four years and created both their previous ‘Say Hello to Jura’ and their current ‘More Than a Whisky’ positioning. There are a couple of my favourite projects below. The film featured an incredible 62 of the island’s 212-ish inhabitants, helped turn around the fortunes of the brand, was still running three years after launch (and counting), and won numerous creative and effectiveness awards along the way.
Experiential
There are only three phone boxes on Jura (as well as one road, one pub, and a distillery). This experiential activation saw them recreated in the copper of the stills, fitted out with bespoke technology that would let the audience hear from genuine islanders extolling the virtues of Jura life, and used as sampling opportunities that would bring the brand’s story to life. They toured the world, taking the brand’s liquid and the island’s story to consumers in Glasgow, London, St Petersburg, Berlin, and beyond.
