The Drum Awards Festival - Extended Deadline

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Agency: Virtue
Date: Jan 2019
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Iconic Irish whiskey brand Bushmills has debuted 'Red. Set. Go.' a new high-energy creative campaign in honor of Red Bush, the latest addition to the brand’s award-winning portfolio of malt-rich blended and single malt Irish whiskeys. An Irish whiskey for the American bourbon drinker, Red Bush, is aged in ex-bourbon barrels to deliver a rich, bold and complex taste profile.

Created and produced by Virtue, Vice Media’s celebrated creative agency, the campaign depicts a fresh, young, real version of Ireland by following a pack of Belfast locals from dusk to dawn on a lively night out, with Red Bush in hand. The red-hued anthem immerses viewers in the Ireland unseen. Set in Belfast’s alleyways, underground raves, tunnels and cobblestone streets, the 60-second spot is backdropped against the gritty and intoxicating single 'Louder' by Kid Karate. The ad showcases this group en route from one destination to another, because truly great nights are about the moments in-between and the anticipation of what’s next.

In 2019, BUSHMILLS will invest over $77m to double production capacity over the next five years and meet the increasing demand for the Bushmills portfolio while capitalizing on the continued growth of single malt and premium blended Irish whiskeys in the United States and beyond.

'Red. Set. Go.' will be distributed digitally, socially and across TV nationwide. As part of the campaign, Red Bush will launch a live music series in Summer 2019.


Agency: Virtue

Client: Bushmills

Project Name: Red. Set. Go.


Chief Creative Officer: Cameron Farrelly

Creative Director: Jessica Toye, Heather “McT” McTavish

Head of Strategy: R.G. Logan

Senior Strategist: Alex Morris

Head of Production: Jill Rothman

Producer: William Crouse

Director of Music: Charlotte Von Kotze

Music Track: “Louder” by Kid Karate

Head of Client Services: Adam Katzenback

Account Director: Jas Jabbour

Client Team: Jeffrey Schiller, Laura Ryan

US Production Company: Variable

Director: Per-Hampus Stålhandske

Line Producer: Paige DeMarco

Cinematographer: Max Goldman

Head Editor: Chris Catanach, Cartel

Post Producer: Greer Bratschie, Cartel

Colorist: Tom Poole, Company 3