Bushmills - global campaign: print executions

We recently created a new global campaign for Bushmills single malt Irish whiskey, the world’s oldest licensed whiskey distillery, from Northern Ireland. 

The aim was to highlight the exceptional quality of Bushmills in a credible and distinctive way – to showcase the brand’s quality credentials, grab people’s attention and inspire them to explore beyond their traditional choices and opinions.

This led to the disruptive campaign hero headline, ‘The pioneer of smooth single malt’, a line that combines two of the brand’s most credible reasons to believe. Bushmills is the world’s oldest licensed whiskey distillery, first licensed in 1608, making it a true category pioneer. And because Bushmills single malt is always triple distilled, unlike Scotch which is mostly double distilled, it is smoother and more accessible to new and established whiskey drinkers.

The campaign can be broken down into two characterful hero films, a suite of nine social films and a collection of specific static print executions that champion individual Bushmills single malt expressions.

The films were created in partnership with Fight Gravity and each heroed Alex Thomas, the Bushmills Master Blender, and Colum Egan, the Bushmills Master Distiller, along with other craftspeople from the distillery or Bushmills village. 

The films were directed by Jacob Hopewell.

The print executions were photographed by Thomas Skovsende.