At EC 2025, Jameson strengthened its presence as a brand of authentic connections and freedom of expression, and together with Highlight Group brought the Irish spirit into an activation that perfectly complemented the atmosphere of freedom and creativity in Bonțida.

Under the “Must be a Jameson” concept, the Highlight Agency and Highlight PR teams brought the brand closer to the Electric Castle community, not just through simple presence, but by creating a true state of mind. Through the brand activation at the festival and the integrated communication campaign, the Jameson area became a high-energy space where thousands of festivalgoers could express their individuality, reconnect, and explore the Jameson universe — from the roots of tradition to the contemporary experience. 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 Bánffy domain, 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 experiences within the Jameson area — from temporary tattoos, a barbershop and styling zone, to the chill-out corner and interactive games — were designed to reflect the brand’s creative spirit and celebrate individuality, within a coherent, warm, and instantly recognizable story.

Highlight Agency signed the creative approach behind the brand activation concept and coordinated all implementation elements, from production to the detailed management of on-site experiences.

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. As a result, 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 throughout the festival.

In addition, the organization of two workshops hosted by sneaker artist Octavian Graure gave participants the opportunity to express themselves freely and creatively, in true Jameson spirit. The customized T-shirts and crossbody bags thus became real 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 are not 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 Romania
Stefan Tache – Whisky Brand Manager, Pernod Ricard Romania
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