Bushmills - New ways to engage with a younger crowd.


Upscale whiskey for a younger crowd

Bushmills approached us with the challenge of creating a social media asset library that can be used across various markets in the APAC region with the relevance and style that resonates with a younger audience. These assets needed to have the right messaging over four main pillars: Product (showcasing the quality, texture and character of the whiskey), Festive (finding the right festivities and occasions that are perfectly matched with Bushmills), Brand Heritage and Stories (conveying the rich history of the brand and its relevance to the lifestyle of the new target audience), and Food (conveying the unique tasting notes of Bushmills in the context of food pairings and dining environments).


Styling for engagement and resonance

Through research of the various markets and current trends, we came up with specific messaging and identified social relevance that worked across the four main pillars of the brand. Through art direction and styling, we managed to tell these brand stories with photography that captured these moments in a fresh and engaging way.


A rich library of stories

By having a highly curated library of strong visuals and resonating communication, Bushmills has been able to engage with their new audience through social channels all year round. Through the flexibility of the art style and relevance of the messaging, the assets could be used across markets regardless of the distinct cultures and lifestyles.

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