Concrete Playground teams up with Jameson Irish Whiskey to launch digital content campaign that stars Aussie creatives.
Digital publisher Concrete Playground has announced a brand new series of video and editorial content as part of a broader native campaign, created in partnership with Jameson Irish Whiskey.
The content series, dubbed The Rewriters, will appear on Concrete Playground over six weeks in March and April.
Concrete Playground was appointed to work with Jameson to extend the whiskey brand’s current ‘Sine Metu’ global campaign rollout.
The Rewriters articulates the stories of selected young Australians who have stepped out of their comfort zone and escaped the safety of routine to try something new through engaging editorial and short-form video content.
Episode one tells the story of Ramblin’ Rascal Tavern owner Charlie Lehmann, who threw in the corporate towel to open his own bar. Readers also have the chance to win a “money-can’t-buy experience” with each of the featured creatives.
Jameson brand manager Valeria Catterini says Concrete Playground brings to life the meaning of ‘Sine Metu’, the Jameson family motto meaning ‘Without Fear’, in a culturally relevant way.
In the past few months, Concrete Playground has worked with clients including Corona, Qantas, Nike, Westfield and the Australian Rugby Union.
Concrete Playground founder and director, Rich Fogarty, says the platform is moving towards brands that understand “dynamic publishing and media landscapes”.
The Rewriters was created alongside production company Entropico, who’ve previously produced content for the likes of Ray Ban and Playstation.
Entropico executive producer Sam Egan says: "It's great to see brands adapting to the digital landscape by pairing up with publishers like Concrete Playground to create original and engaging content. The Rewriters is a great brief for Entropico as we love to work in the pop culture space, especially when celebrating the daring young creatives of our city.”
