Ghana’s best-selling blend of Irish whiskey brand, Jameson has finally launched its ‘More than’ campaign as it teams up with Ghanaian artists in the music, fashion, and art industry.
The three artists that Jameson featured to champion this campaign are, Ghanaian singer and songwriter, T’neeya, co-founder and creative director for the ‘free the youth’ movement/clothing brand Joey Lit, and Ghanaian artist who paints and draws, Ahenso.
The ‘More than’ campaign aims at showcasing the creative arts industry in Ghana and champion real stories through a powerful and inspiring series of short films that depict courage, foster inclusivity, and bring the creative community and everyday Ghanaian together.
To launch the campaign today, the first film was showcased on their official Instagram page. The first ‘More than’ series featured the singer and songwriter, T’neeya. According to a statement by Jameson, “Her pan-African soul and Afrobeat influence and resonates with music fans in Ghana and beyond. In this series, T’neeya recalls her struggles to break out to find her path in the industry. She recollects the influence of the community and the encouragement it gave her to break all boundaries set before her”.
The short films will be released throughout February and March and will reflect the untold richness and complexity of Jameson.
Before the launch, the Jameson West Africa Brand Manager, Sean Dean, reiterated the aim of the campaign and further noted that the intent of using three artists was strategically planned as they represent every sector of the creative industry.
“The ‘More Than’ stories of the selected creatives reveal a striking visual language with a strong message of inclusiveness and togetherness which Jameson hopes will inspire everyone to have the courage to pursue creative aspirations despite everyday societal pressures.
“For the three creatives we worked with and for many artists in Ghana and around the world, art is an expression to tell a story and promote cultural values. They are “more than” simply artists, they are influencers of culture just as Jameson is ‘more than’ whiskey”.
Sean Dean
Jennifer Tania Takoh who is known professionally as T’neeya is a singer and songwriter based in Ghana. Known for her rich cultural diversity, and strong vocals, her Pan-African, Jazz, and Afrobeats influences are evident in her musical delivery in English, Pidgin, and French. With hit singles like ‘Text Me’ and ‘Joli’, she has captured the hearts of many across Africa.
That notwithstanding, Jonathan Coffie, also known as Joey Lit, is the co-founder and creative director for the movement/brand ‘Free The Youth’. Growing up in Tema, a place known to indulge in all forms of art around the inception of the internet and social media era, Joey Lit was inspired to chase his creative dreams. The goal was to showcase Ghanaian street-style and move the local youth to express themselves freely through creativity and art. Formed in 2013, ‘Free The Youth’ quickly took off earning collaborations with Daily Paper, Nike, Foot Locker EU, Sony Music, and many more.
Adding to the list of artists also is Anthony Jefferson Hanson professionally known as Ashenso. His work consists of portrait paintings, tattoo drawings, and graffiti. Having grown up in art influenced environments, young Ashenso began drawing the things he saw around him, this caught the attention of his grandfather, Emmanuel Ewusi Essel, a pioneer of the now Kwame Nkrumah University of Science and Technology, who took him under his wing and helped polish his art further. Gifted a tattoo gun by his brother at age 20, he adopted the Fine line and Portraiture Style tattoo art and made a name for himself working on the bodies of local and international celebrities.
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