Jameson Black Barrel “Touched by Fire” An illuminated mural that brought whiskey to life after dark
Irish Distillers wanted to promote Jameson Black Barrel with an outdoor campaign that captured the warmth and craft of the whiskey itself. The brief called for something that would feel premium, distinctive, and genuinely eye-catching, particularly at night when the product is most relevant.
What we built
We produced an illuminated outdoor mural for Jameson Black Barrel’s “Touched by Fire, for a Rich Smooth Taste” campaign. The OOH featured the iconic bottle alongside a tumbler of whiskey, brought to life at night with carefully positioned warm lighting that made the golden whiskey appear to glow against the dark Dublin streetscape.
The execution turned a gable-end wall into a premium-brand moment. After dark, the lighting transformed it into something altogether more atmospheric, catching the attention of passers-by and creating a genuine sense of warmth on the street.
Why illuminated outdoor advertising works
Most outdoor advertising switches off when the sun goes down. An illuminated mural does the opposite. It comes alive at night, creating a second life for the campaign during evening hours when foot traffic is high and ambient lighting draws the eye naturally.
For a whiskey brand, the evening context is perfect. People are heading out, socialising, thinking about what to drink. An illuminated mural puts the product in front of them at exactly the right moment, in exactly the right mood. The warm glow of the lighting creates an emotional connection that a standard poster simply cannot achieve.
The XL Media approach
Illuminated murals require a different skill set to standard outdoor advertising. OOH must work in both daylight and artificial light.
– Custom lighting design and installation
– Gable end wall assessment and preparation
– Weatherproofing and maintenance throughout campaign
– On-site fitting and lighting calibration by the XL Media crew