SAILOR JERRY: FOLLOW THE FLASH

During Sailor Jerry's most ambitious Scottish activation, we transformed Norman "Sailor Jerry" Collins' iconic tattoo flash art into an interactive treasure hunt across central Scotland. The 'Follow the Flash' campaign challenged students to spot flash designs throughout their cities, snap photos, and share online for a chance to attend an exclusive castle party.

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Cultural fluency was everything. We identified and secured strategic local partnerships; barbers, tattoo parlours, casual restaurants, and music venues to create an integrated ecosystem of branded touchpoints that felt native to each city's scene. From discounted flash tattoo days to free pizza nights requiring a secret password, each activation drove organic social sharing while staying authentic to Sailor Jerry's rebellious, old-school tattoo heritage.

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The results: 218% increase in intent to drink, 1.7M social reach, and 66.3K engagements, transforming flash art and smart partnerships into a scalable, youth-led movement.

CAMPUS GROUP

ROLE: Brand Manager

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