Come up with Concepts and corresponding Ideas for videos that celebrate the Jameson family motto, Sine Metu – “Without fear.” Concepts should define what Sine Metu means to you and explain how you live it in your life. Ideas should interpret the Concepts into videos that embrace the spirit of Jameson and show the benefit of what can happen when you’re unafraid to invite life and others in.

***The Concepts have been announced and the Sponsor has added some notes to each one so please review these and bear them in mind when submitting your Ideas.*** 

Next time you pour yourself a glass of Jameson Irish Whiskey, take a look at the Latin inscription on the label: “Sine Metu” - it means “Without Fear”. The Jameson family earned it back in the 1600's for their bravery battling pirates and it’s a motto Jameson still embraces today.

Of course, nowadays, “Without Fear” doesn’t have to mean valor on the high seas. It’s about being brave and open in everyday situations. Not taking yourself too seriously and being open to new possibilities, new people and new experiences. Jameson’s motto is Sine Metu because they believe that when you fear a bit less, you live a bit more.

So stop staring at that bottle and let’s raise a glass to those wonderful people out there who are unafraid to invite life and others in. We’re not talking about skydiving adrenaline junkies or rock stars partying until dawn. We mean real folks in everyday social situations who embrace challenges and aren’t afraid of showing weakness or asking for help when they need it.

Speaking of which, Jameson’s not afraid to ask for a little help from the Tongal community. They’re looking for Concepts and Ideas that illustrate what Sine Metu means to you and how you and others can embrace it in everyday life. Check the objectives tab to find out more. 

The goal of this project is to come up with Concepts and corresponding Ideas for videos that celebrate the Jameson family motto, Sine Metu – “Without fear.” Concepts should define what Sine Metu means to you and explain how you live it in your life. Ideas should interpret the Concepts into videos that embrace the spirit of Jameson and show what happens when you’re unafraid to invite life and others in.

• Concepts ( – define what Sine Metu means to you in your life. Tell us how you live a bit more by fearing a bit less in social situations. See the list below to learn more about the types of fear we’re talking about.
• Ideas ( – take one of the winning Concepts as a starting point and tell us your Idea for a video that shows what happens when you’re unafraid to embrace life. Ideas should be grounded in everyday, real life social interactions. We’re not looking for fantastical stories of the World’s Most Interesting Man arm wrestling a bear.

When Jameson says, “live without fear”, they’re not talking about being rash or reckless. They mean being unafraid to be open to new experiences and people. Here’s some more details on the types of fears they’re talking about – you can use these as jumping off points for your Ideas/Concepts:

• Fear of rejection and confrontation – When you’re open, others respond in kind. That’s how strangers become friends.
• Fear of revealing part of yourself – When you let your guard down, people bond with you.
• Fear of the unknown – When we try something new, we’re rewarded with amazing experiences.
• Fear of showing weakness – When you show genuine emotions, it leads to deeper relationships.
• Fear of missing out- When you’re always seeking something better, you’ll miss the real greatness right in front of you.
• Fear of asking for help – When you ask for help, people feel inspired to join in.

Note: You must be at least twenty-one (21) years or older to enter.

--Target Audience: Men, ages 25-34.

--Executional Mandatories:

• “Without Fear” should not be misconstrued as being rash, reckless or rebellious.
• Avoid mentioning/ideating around the following:

• Alcoholism
• Drug Usage
• Extreme Sports
• Driving
• Intoxication
• Aggressive Consumption (downing a drink)
• Violence
• Political/Religious messaging
• Jameson is an Irish whiskey but please don’t submit Ideas/Concepts focusing on Ireland or Irishness. So it’s great to embrace the “gift of the gab” but leave the shamrocks on the cutting room floor.
• Avoid slapstick humor. We are looking for clever and subtle wit.

--Tone: Confident, subtle, witty, friendly and authentic. NOT arrogant, flippant, judgmental or exclusive.

This Project will be worth a total of $5,000 and consists of two Phases: a Concept Phase and an Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT– Tell us your Concept for overarching themes centered around Sine Metu in 500 characters or less. The winning Concept creators will receive $1,500 each.

PHASE 2: IDEA  – Tell us your Idea for a great Jameson Video in 140 characters or less.  Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging. The winning Idea creators will receive $250 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Submissions must be in the English language.

7. Limit 5 submissions per member, per Phase.

8. You must be at least twenty-one (21) years or older to enter.

9. In the event that fewer than 100 Concepts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.