Bushmills Whiskey Wants Us to 'Discover Different' with Abstract OOH Posters

Dublin based creative agency Boys + Girls has unveiled its new global work for Bushmills. It marks the launch a new brand platform and campaign that promises to transform people’s perceptions about the iconic whiskey brand. 

Titled 'Discover Different' and with a sentiment dedicated to those that aren’t afraid to go their own way, the new creative taps into the essence of the Bushmills drinker and speaks to the curiosity of people constantly seeking out new experiences.

In addition to compellingly visualised OOH posters, there is a suite of 360 collateral delivered in a global toolkit that will be used by worldwide markets. The campaign includes executions for the full Bushmills portfolio, each showcasing the unique character of the whiskey. The distinctive campaign has been launched worldwide in countries such as Taiwan and France and will be rolled out extensively into other international markets and global travel retail over the coming months.

To capture the different perspective, Boys + Girls worked closely with director Brian Williams to develop an abstract world for Bushmills to inhabit, where the rules of gravity are made to be broken. In one execution, we see a glass of Bushmills teetering precariously on the edge of a counter while the iconic Bushmills bottle rests beside it at a canted angle. 

Speaking about the ‘Discover Different’ campaign, Rory Hamilton, partner and executive creative director, Boys + Girls, said: “As the world’s oldest licensed whiskey distillery, Bushmills has always taken a different approach to distilling its whiskey. We wanted to show the brands unique perspective and appeal to those who want to discover different.”