Bushmills - New ways to engage with 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).
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.
