The pioneer of smooth single malt is Bushmills Irish Whiskey

London-based production agency Fight Gravity has teamed up with Bushmills Irish Whiskey to create a bold new global campaign that showcases the heritage and craftsmanship of the world’s oldest licensed whiskey distillery. 

The campaign, launched by Purple Creative, aims to challenge misconceptions about Irish single malt and reposition Bushmills as the premium choice for whiskey enthusiasts.

The campaign’s headline, "The Pioneer of Smooth Single Malt," taps into two key strengths of the Bushmills brand, its long-standing legacy, dating back to 1608, and its triple-distilled single malt, offering a smoother experience than its competitors.
Fight Gravity took charge of producing 11 hero films that serve as the heart of the campaign, featuring Bushmills’ Master Blender Alex Thomas and Master Distiller Colum Egan. These films aim to deliver an authentic portrayal of the people behind the brand, with a playful and dynamic approach that differentiates Bushmills from the often traditional tone of Scotch whiskey campaigns.

Jacob Hopewell, the director behind the campaign, shared his approach: "From the outset, the vision was to infuse warmth and vibrancy into Bushmills' longstanding heritage while introducing a contemporary flair. We wanted to keep the visual language simple yet elegant, allowing the genuine charisma of the craftspeople to shine through," said Hopewell.

Fight Gravity’s creative challenge was to strike a balance between honouring Bushmills’ rich history and injecting a fresh, modern tone. Through whip pan transitions around the Bushmills distillery to aerial shots over the Giant’s Causeway, the films convey both the authenticity of the brand and its playful side.

The films spotlight actual Bushmills craftspeople, an approach that presented its own set of challenges. Hopewell explained: "Directing non-actors requires creating an environment where they feel at ease, as if we’re not even shooting. The goal was to let their natural passion for the craft come through on camera in the least invasive way possible."

Fight Gravity also faced logistical challenges during the shoot, battling the unpredictable weather along the rugged coast of Northern Ireland. However, these hurdles only added to the charm and authenticity of the final product.