ELEVATING
EMPLOYER BRANDING
WITH NOVEL
STORYTELLING.
Proving that employer branding and corporate storytelling doesn't have to be boring. Just authentic, creative, and human.
THE CHALLENGE
Irish Distillers Pernod Ricard wanted to showcase the unique success of its International Brand Ambassador Programme. Not just talk about it in corporate language. Actually demonstrate the impact the programme has had on personal development, careers, and lives.
The challenge was telling these stories in a way that felt authentic to Jameson's brand. The programme had created entrepreneurial success stories across Ireland. Alumni had gone on to build impressive careers. But traditional employer branding content wouldn't capture the depth of those journeys.
The brief required something that aligned with Jameson's premium brand tonality while championing its entrepreneurial brand value. Something that would resonate with potential future ambassadors while honoring the experiences of those who came before.
THE APPROACH
Headcase proposed a creative and strategic storytelling campaign that would delve into the programme's impact. The solution was the “Alumni Scrapbook Series” - a video series conceived and directed by Headcase.
At the campaign's core were films featuring former brand ambassadors from across Ireland, sharing and reflecting on their journeys through a creative scrapbook-style narrative. The format was deliberately nostalgic, personal, and visually distinctive.
The scrapbook approach worked because it felt authentic. These weren't polished corporate testimonials. They were genuine retrospectives, capturing the pride, the growth, the challenges, and the successes that defined each ambassador's experience.
Every creative decision reinforced the message: employer branding and corporate storytelling does not have to be boring. It just has to be real.
THE WORK
The Alumni Scrapbook Series
A video series that brought former brand ambassadors' stories to life through a creative scrapbook-style narrative. Each film delved into personal journeys, career development, and the lasting impact of the International Brand Ambassador Programme.
The format combined interviews, archival materials, and scrapbook aesthetics to create something that felt personal and premium. Ambassadors reflected on their experiences with honesty and nostalgia, showing the human side of corporate training programmes.
Strategic Storytelling
Every story was carefully crafted to showcase different aspects of the programme's impact. Career progression, personal development, entrepreneurial mindset, global perspective. The series proved that the programme didn't just train brand ambassadors. It shaped careers and lives.
The storytelling seamlessly aligned with Jameson's premium brand tonality while championing its entrepreneurial brand values. The result was employer branding that actually attracted the right talent instead of just checking a box.
THE RESULTS
The Alumni Scrapbook Series was a resounding success, receiving rave reviews from ambassadors and being prominently screened at the GAS Summit, with additional screenings planned for the future.
The dynamic films are now live online and across digital platforms, showcasing the brand's profound impact on the entrepreneurial success of its alumni. The series achieved what traditional employer branding rarely does: it told the truth compellingly.
The project demonstrated that when you give people space to share their real stories, and you craft those stories with creativity and respect, you create content that actually moves people. Content that attracts the right talent. Content that honors the work that went into building something meaningful.
“Delighted with the results... it shows just how great the programme has been.”
— Client, Irish Distillers Pernod Ricard
“The magic for me was witnessing Sinead's pride for the graduates of her program. This passion fueled a genuine retrospective that really does justice to their journeys.”
— Andrew Casey, CEO, Headcase
“Brilliant Idea. Love this.”
— LinkedIn feedback