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Outdoor

Bushmills: Discover Different, 2


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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.
Credits Other credits

Senior Account Director: Natalie Hopkins

Account Executive: Hannah Hewetson

Business Director: Caroline Keogh

Head of Production: Derek Doyle

Senior Digital Strategist: Aoife Murphy

Graphic Designer: Maxi McDonnell

Studio: Simon Ross (Head)

Client Service Director: Pat Stephenson

Developer: Leandro Costa

Head of Design: Barry Smith

Managing Director: Patrick Meade

Digital Producer: Tom O’Reilly

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