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Tullamore D.E.W.: The Beauty of Blend

Date: Feb 2020
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A new extension of 'Beauty of Blend,' the global campaign from Tullamore D.E.W., has been launched. This work extols the virtues of blending, of breaking down barriers, of embracing and celebrating the beauty of 'us'.

The work aims to open a window onto the human blend and our motivations for blending. The campaign features digital, social and out of home advertising including a multi-panel digital screen display in New York’s Times Square. Longer form video assets will also appear across mediums in both 30- and 60-second iterations on YouTube, streaming services and video on demand platforms.

Beauty of Blend was shot by director Valentin Petit through Division Paris. To create the voiceovers in the piece, the brand enlisted the help of up & coming MC artists and poets, asking them to express their own unique interpretation of the power of blend. For the US campaign, Tullamore D.E.W. worked with Genesis Elijah, a UK-based spoken word artist who lent his voice to narrate the piece as a single bottle of Tullamore D.E.W. is passed between people in different places and cultures to show the connective thread that exists in us.

To help bring the message of Beauty of Blend to life in the run up to St. Patrick’s Day the brand will also continue its successful O’Everyone initiative in the US, in which everyone can be Irish for the holiday - maintaining the brand identity of inclusiveness and community.