Since Way Back
A great brand with over 400 years of award-winning history was plagued by low awareness and negative perception. However, a visit to Northern Ireland unlocked something special. The magic of the brand was in the relationships and collaborative spirit found in the distillery. We found that the distillery staff’s approach to their craft paralleled how many influential groups of friends are working together to create great things around the world.
Enter “Since Way Back”, the vehicle to tell the story of the brand through a diverse group of influential brand ambassadors and their friends, including Fool’s Gold Records (A-Trak, Dust La Rock, Nick Catchdubs), All Day Everyday, DFA Records (LCD Soundsystem) and Chromeo.
The campaign later involved celebrities like Aaron Paul (Breaking Bad, Need for Speed), Justin Vernon (Bon Iver), Elijah Wood (Lord of the Rings, Wilfred). This became a platform to create a new look, new experiences and consistent relevant content. A platform that created a movement and dramatic shift in brand health.
︎︎︎
