Diageo has hired local creative agency Boys + Girls to create a new out of home, digital and social ads for Smithwick’s ale. The new ads mark a return to Ireland for the red beer after some years exclusively with DDB’s Adam & Eve in the UK. Amidst the sea of sameness of yellow lagers, the iconic red ale stands out as the more interesting choice.
The campaign runs with the slogan ‘Keep It Interesting’.
Diageo claims the beer is full of character with a sheer abundance of interesting things to say, so the idea was to make stand out designs bursting with character. Drawing inspiration from the way we chat over a pint, the creative uses expressive, hand-lettered typography to create a bespoke tapestry of headlines and showcase Smithwick’s brand attitude.
The posters were shot by acclaimed drinks photographer and director Martin Wonnacott. His work for Coke won several awards at Cannes. Shane Casey, creative director at Boys + Girls, said Wonnacott is among the best in the business so the agency was delighted to work with him to capture Smithwick’s in a way it’s never been captured before.
