Jameson Brand Activation at Ruisrock Festival

WaveCrest and Pernod Ricard Finland have a long-standing partnership in brand activations at festivals and events across Finland. Together, we have developed innovative concepts that bring Pernod Ricard's brands to life, with WaveCrest handling the whole process from concepts and design to on-site execution and staffing of the stands. Our partnership covers several brands, including Beefeater, Bumbu, Absolut and Jameson. Beyond activations, we have worked together on restaurant and bar setups and a range of sales materials.

At Ruisrock 2026, WaveCrest designed and executed a brand activation for Jameson, from the initial concept and spatial design to building the area and running it throughout the festival. Ruisrock is the largest music festival in Finland, bringing together over 100,000 visitors to Ruissalo, Turku, every summer. An event of this scale sets high demands on planning: the area has to work smoothly under heavy visitor flows, meet the festival's own requirements and comply with Finnish regulations, while still offering visitors something memorable.

Our goal was to give festival-goers something to do. In addition to a branded bar area, we set up a groom station, where visitors could have their hair styled by professionals in the middle of the festival day. We coordinated the work closely with the client, the festival organisers and our partners to deliver the activation on schedule.