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Special Project

Special Project
From the 16th Annual Shorty Awards

Jameson's SPTO (St. Patrick’s Time Off) Desk Decoy

Winner in Physical and Digital Convergence


Jameson Irish Whiskey leads the category with 70% of the overall Irish Whiskey share, however the whiskey landscape has been evolving with new entrants and new innovations. The challenge was to ensure Jameson stood out and remained the top choice amidst growing competition.


Jameson's targeted audience was the legal drinking age population in the United States, aiming to be the preferred choice for celebrating SPD, an event 150M people celebrate annually. We also wanted to broaden our appeal and foster inclusivity by reaching out to women and multicultural audiences.

When brainstorming about ways to get Americans to celebrate SPD with Jameson, we uncovered: 

After two years of canceled (or scaled-back) SPD celebrations and SPD falling on a Friday, Jameson knew they needed to find a way to help consumers go out and celebrate, guilt free.  

This presented the perfect opportunity to encourage Americans to use one day of PTO to take St. Patrick’s Day Time off (SPTO) and go celebrate this Irish holiday with the quintessential Irish Whiskey brand.

Strategy and Execution

Jameson needed to encourage consumers to flock to bars and choose Jameson as their celebratory drink this St. Patrick’s Day.

With so much to celebrate - St. Patrick’s Day fell on a Friday and coincided with the start of March Madness (a big on-premise occasion) - the brand believed that Americans should not feel guilty about taking their hard-earned PTO and had a fun idea up our sleeves to help people take the day off.

St. Patrick’s Day Time off (SPTO) was born and Jameson Desk Decoys were created to “stand in” for people who wanted to take the day off to celebrate the holiday, guilt free.

Regina Hall, the talented American actress-producer, emerged as the ideal representative for Jameson’s St. Patrick’s Day campaign. She lent her humorous voice to amplify the desk decoy concept, helping to connect with the new audiences we aimed to reach. The teambuilt a paid, owned and earned engine behind Regina to promote SPTO and encourage consumers to celebrate with Jameson. 

Call-to-action designed to drive on-premise celebrations on March 17th. As March 17th got closer, Jameson created another wave of buzz by inviting consumers to enter for a chance to win a $10K “SPTO Bonus” just for taking the day off.  The catch? The brand would video call the winner on March 17th who had to prove they were celebrating with family and friends in order to win.


Return to Growth:

Cultural Relevance: 

Driving Bar Celebrations: 


Entrant Company / Organization Name

Weber Shandwick, United Entertainment Group, Pernod Ricard USA

Entry Credits