To celebrate the excitement of football season, Jameson Irish Whiskey launched its nationwide “Green Light the Weekend” campaign - a bold continuation of the brand’s support of sports and social connection.

Our team was thrilled to team up with a brand as iconic as Jameson to bring this concept to life through a high-impact retail display program that captured the excitement of football season, stopped shoppers in their tracks, and made every aisle feel a little more like the weekend.

Giving weekends the green light - literally.

The Vision

The “Green Light the Weekend” campaign was born from a simple but powerful idea - that the weekend deserves to be celebrated.This meant giving fans the opportunity to flip the switch from workweek to the weekend with a bold, unmistakable green light - also whiskey!

As football season kicked off, Jameson wanted to create a retail moment that embodied that transition — one that would connect the energy of game day with the warmth and camaraderie the brand is known for. The vision was to build something that didn’t just advertise the weekend, but actually felt like it was starting one.

To achieve such a feeling, the design was crucial. By combining the iconic green glow of the brand with sports-inspired design cues, the goal was to create an activation that sparked excitement, encouraged discovery, and literally lit up the aisle.

The Execution

From the start, the creative challenge was to design a structure that combined visual energy, eco-conscious materials, and brand storytelling. The solution: a striking, oversized football helmet display, illuminated in Jameson’s signature green.

Key design elements included:

• Sustainable construction, utilizing 90% paper-based materials to align with Jameson’s commitment to responsible production.

• A motion-activated LED lighting system, illuminating the iconic Jameson “J” and bold “Green Light the Weekend” message in bright green.

• Jameson bottle and drink silhouettes integrated into the design to reinforce the product story.

• Tall, commanding stature to ensure maximum visibility and draw consumers in from across the retail floor.

The result? An activation that brought as much energy as a touchdown celebration while still keeping one eye on the planet — proving you can light up the weekend without burning out the Earth.

Production and Nationwide Rollout

Once approved, our production and logistics teams went to work to ensure flawless execution at scale. We produced 180 full-sized displays and 250 slightly scaled-down versions, all manufactured with precision and consistency

 Every detail, from the motion-activated LED lights to the perfectly crafted bottle silhouettes, was carefully considered to deliver a high-quality, durable activation that could withstand the demands of retail environments.

Each unit was carefully packaged and shipped to retail locations across the U.S. The final installations delivered both stopping power and sustainability, achieving Jameson’s goal of engaging shoppers and igniting the weekend spirit from coast to coast.

What’s Next?

The success of the “Green Light the Weekend” activation demonstrates the power of bold design, sustainable execution, and immersive storytelling. For Jameson, it reinforced the brand’s connection to sports, social experiences, and weekend rituals, while giving shoppers a memorable in-store moment that went beyond traditional retail displays.

For our team, this project highlights the possibilities when creativity, technical expertise, and sustainability align. It sets the stage for future collaborations where we can continue to push the boundaries of experiential retail, turning brand moments into experiences that delight consumers and make a lasting impact.

As brands look for ways to stand out, engage audiences, and do so responsibly, projects like this serve as a blueprint: striking visuals, interactive elements, and a thoughtful nod to sustainability can come together to create something truly unforgettable.

Cheers!