Brief: create a series of events to amplify the new brand platform - Black Bush Stories.
Following the success of the #AnswerTheCall campaign in 2017, we were challenged by Bushmills Irish Whiskey to evolve and extend the brand’s reach beyond Northern Ireland, the home of Bushmills.
The concept? Black Bush Stories - a powerful and authentic all-Ireland brand campaign that speaks to consumers at every touch point, leveraging inspiring stories and creating immersive events.
Following the lead of the unrivalled character of Bushmills Black Bush, Black Bush Stories celebrates independent, curious and spirited talent; those who have taken risks, tried new options, failed, succeeded and been guided through by their own creativity and passion. We hand-pick a selection of Irish talent who not only have great stories to tell, but who also have the ability to host a brand experience where consumers can learn a new skill while enjoying the product.
Since 2018, the campaign has seen us collaborate with an eclectic mix of creatives, including street photographers, leatherworkers, candle makers, tea makers and woodcarvers, to host a series of events across the country’s leading venues. Each event explores a key theme and offers attendees an introductory workshop alongside a Bushmills tasting session and specially-created Black Bush drinks. In 2019, the campaign extended to include tailored, trade-focused events for Irish bar folk.
During the pandemic, we quickly switched our focus to run the award-winning events online. The early days of COVID-19 saw us switch the format to broadcasts on Instagram stories. Later in 2020, we moved again towards high quality virtual broadcasts. Attendees were given beautiful, bespoke event kits and they got involved from home.
The results? A barrel load of great ones, so far: 30+ successful Black Bush Stories events since 2018, over 4,000 Black Bush drinks sampled, 650+ pieces of quality press coverage across NI and ROI media, 8,000+ event registrations and 8,000+ competition entries via blackbushstories.com.
Clearbox was also asked to create a Black Bush Stories global toolkit, which has now seen the brand campaign rolled out across other markets, with collaborative events now being held in London, Australia and beyond!
To find out more, visit blackbushstories.com or visit @BushmillsIRL on social media.