Must be a Jameson: Pernod Ricard Romania and Highlight Group write a new Irish chapter at EC 2025

Romanita Oprea Creativity, PR

At EC 2025, Jameson reinforced its presence as a brand of authentic connections and freedom of expression, bringing the Irish spirit to life through an activation that perfectly complemented the freedom and creativity atmosphere of Bonțida.

Under the concept “Must be a Jameson,” the teams from Highlight Agency and Highlight PR brought the brand closer to the Electric Castle community, not just through its presence, but by creating a true state of mind.

Through the festival’s brand activation and integrated communication campaign, the Jameson area became a vibrant space where thousands of festival-goers could express their individuality, reconnect, and explore the world of Jameson – from the roots of tradition to contemporary experiences. The entire activation was built around the brand’s core values: authenticity, friendship, and unfiltered creativity.

Jameson Distillery on Tour was, once again, the heart of the activation. In the middle of the Banffy estate, visitors stepped into an authentic Irish corner where they discovered the story behind every bottle: from the triple-distilled production process to guided tastings led by Jameson ambassador George Foca. In addition, all the experiences in the Jameson area – from temporary tattoos, barbershops, and styling zones to the relaxation corner and interactive games – were designed to reflect the brand’s creative spirit and celebrate individuality in a coherent, warm, and easily recognizable narrative.

Highlight Agency was responsible for the creative approach to the brand activation concept and managed all implementation elements, from production to detailed on-the-ground experience management.

The “Must be a Jameson” campaign was communicated in a relevant and creative way, through a mix of media relations and influencer marketing carefully coordinated by the Highlight PR team. Thus, the brand’s voice reached not only the participants’ feeds but also beyond the castle walls, building more than visibility: a story about emotion, belonging, and relevance, present both before and during the festival.

Furthermore, the organization of two workshops led by sneaker artist Octavian Graure gave participants the opportunity to express themselves freely and creatively in the spirit of Jameson. The personalized t-shirts and pouches thus became true visual statements of personal authenticity.

With thousands of visitors, an active community of engaged creators, and a series of activations blending Irish tradition with contemporary expression, Jameson’s presence at Electric Castle 2025 was once again an authentic celebration of friendship, the courage to be different, and the joy of sharing real moments. It was a reminder that the best experiences aren’t planned – they are lived. And when everything flows naturally: Must be a Jameson.

The Jameson Team Involved in This Project:

  • Adelina Din-Turcanu – Head of Marketing Pernod Ricard România
  • Stefan Tache – Brand Manager Whisky Pernod Ricard România
  • George Foca – Jameson Brand Ambassador Romania

The Highlight Agency Team Involved in This Project:

  • Ionut Curtean – Managing Partner
  • Ana Ailenei – Client Service Director
  • Alexandru Petrea – Chief Operating Officer
  • Emanuel Babucea – Account Director
  • Doru Candit – Senior Account Manager
  • Andrada Rădulescu – Account Manager
  • Cristina Prundaru – Senior Events Producer
  • Cristian Olteanu – Production Director
  • Ioana Constantinescu – Production Manager
  • Andreea Dobranici – Creative Director
  • Alex Mihailescu – Senior Art Director
  • Razvan Coste – Senior Art Director
  • Madalina Rezeanu – Graphic Designer
  • Alida Sindie – Senior Copywriter

The Highlight PR Team Involved in This Project:

  • Aela Cotabiță – Managing Director
  • Raluca Oprea – PR Manager
  • Cristi Dorombach – Media Relations Coordinator

About Jameson

Jameson is the world’s best-selling Irish whiskey, produced at the Midleton Distillery in County Cork, from malted and unmalted Irish barley. Jameson blended whiskeys are triple-distilled, resulting in exceptional smoothness. The brand has been part of the Pernod Group since 1988 and continues to expand its range to offer new taste experiences. Jameson Irish Whiskey is a blended Irish whiskey, made from the finest ingredients and triple-distilled, a process that gives it its iconic taste. The whiskey is aged in oak barrels for a minimum of 4 years and can be enjoyed as per one’s preference, with friends.

About Highlight PR

Highlight PR is an independent communication and public relations agency that approaches each project from an integrated perspective, based on authenticity and relevance. We believe that the right stories strengthen the bonds between organizations and consumers, and we strategically approach every communication project starting from facts, realities, and shared values, aiming to support the long-term growth of brands.

About Highlight Agency

Highlight Agency is an independent advertising agency with a 16-year history and extensive experience in the BTL sector, both locally and across Europe. We take pride in a team of over 35 advertising professionals (Strategy & Creativity, Client Service, BTL, Digital, Production, and Logistics), as well as long-term partnerships with companies from various industries, alongside whom we create relevant and memorable experiences in corporate, trade, in-store, digital, and festival environments.