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Discover Different


Bushmills Discover Different

For the global launch of the Bushmills portfolio we created a campaign platform, we created an abstract world for Bushmills to live in.
A place where the normal rules don’t apply. The campaign shows Bushmills existing on an alternative plane. This unique world suggests that Bushmills is a whiskey with a difference, awaiting a curious audience. Bushmills invited them to: Discover Different.


Each individual product with its own distinctive environment applied to a consistent layout to help establish one of the worlds oldest whiskey distillery on a global stage and emerging markets.

Each version brought light and drama with epic lighting, beautiful product shot and unique hero serve. The evocative copy lines presented a juxtaposition, straddling the oldest traditional whiskey reframed for the modern era. The Busmills Logo and the pot still signifier were also reworked as part of this project to evolve the brand with this new creative approach. 

Each market was provided with a campaign toolkit that carried eight variations of the creative: Original, Black Bush, 10 Year Old Single Malt, 16 Year Old Single Malt, 21 Year Old Single Malt, The Family and the Original and Black Bush Duo. This included an array of assets and collateral: Outdoor print from 6 sheet to 96 sheet, press variations, a full suite of digital banners, On trade POS, off trade POS and launch activation ideas and promotional mechanics for each of the SKU's. All with editable language formats. 

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