For a second year, Synergy was tasked in 2011 by Jameson Irish Whiskey to promote the ‘Done in Sixty Seconds’ competition into a Global and UK market – the Jameson-sponsored amateur film-making competition that forms a cornerstone of the annual, star-studded Jameson Empire Awards – in March of that year.

After extensive research to find a relevant, on-brand ambassador for DISS, Synergy identified British Director Tom Hooper as the perfect fit for both the global and UK market.

With his meteoric rise in the film industry as director of highly commended British films such as The Damned United and The King’s Speech, Tom was a natural choice to lead the judging panel for the DISS competition.  With Golden Globe, BAFTA and Oscar nominations already under his belt, Hooper was well-placed to guide the Done in 60 Seconds Finalists through their own moment in the spotlight.

To activate the launch of DISS, Synergy managed a media day within the cinema room of the Sanctum Hotel in London’s Soho.  A selection of national and global media was invited for interviews including print, online and broadcast media, from the Telegraph and GQ, to Bloomberg, BBC, BA Business Life, Guardian.co.uk and many more.

With a strong media attendance, the day produced excellent results for the Jameson brand and Tom Hooper’s rising global reputation amplified the depth of coverage which Synergy was able to generate.