When it comes to helping us shift the stuffy perception of Jameson, there’s no one better placed than the latest recruit to our influential ranks, @WhatWillyCooks.

As an Insta foodie who does things a little differently, he’s the perfect embodiment of the modern whiskey drinker.

With a JGL (Jameson, ginger, lime) as our hero serve, the challenge was to create a campaign that put the drink at the heart of his antics, and at the front of his fans’ minds.