Boys + Girls have unveiled their new global work for Bushmills which marks the launch of a new brand platform and campaign aimed at transforming consumer perceptions about the brand. Titled ‘Discover Different’, with a sentiment dedicated to those that are not afraid to go their own way, the ads speak to people’s curiosity in seeking out new experiences.
The campaign covers out of home posters and work which run in worldwide markets. It includes executions across the Bushmills portfolio, each showcasing the Irish whiskey’s character. The ads have been launched in countries such as Taiwan and France and will be rolled out extensively in other overseas markets and global travel retail shortly.
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 Bushmills bottle rests beside it at a canted angle.
Boys + Girls has worked on various Jose Cuervo drinks brands in recent years.
