Goal: This culture jamming campaign positioned Jameson as the viewer’s most stable relationship, addressing the brand’s disconnect from the problems it creates.
Strategy: To compare alcoholism to a toxic relationship, I replaced one member in stereotypical couple images with a bottle. On top of this, the tagline “join the growing club” replicates Jameson’s ignorance toward the issue.
Culture Jamming
a form of political and social activism which, by means of fake adverts, draws attention to and at the same time subverts the power of large corporations to control and distort the information that they give to the public in order to promote consumerism
"Collins English Dictionary — Complete & Unabridged" 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012
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