The pioneer of smooth single malt is Bushmills Irish Whiskey

London-based production company, Fight Gravity, recently partnered with Purple Creative to produce a dynamic and engaging global campaign for Bushmills, the world's oldest licensed whiskey distillery. 

This campaign not only showcases the unique quality of Bushmills’ Single Malt Irish Whiskey but also emphasises its rich heritage, provenance and smooth taste.

Bushmills, which first began making whiskey in 1608, aimed to challenge the misconception that Irish single malt has always been seen as a poor relation to Scotch. With the key message, “The pioneer of smooth single malt,” the campaign highlights Bushmills’ long history and triple distillation process, which creates a smoother, more accessible whiskey.

“The campaign highlights the exceptional quality of Bushmills in a credible and distinctive way. Each of our multi award-winning single malts is completely unique and their shared history, craft and provenance on the tip of Northern Ireland really sets them apart. For this campaign, we wanted to show confidence in our brand’s credentials, grab people’s attention and inspire them to explore beyond their traditional choices and opinions.” said Donagh McHenry, Bushmills Brand Director.

The campaign is characterised by a series of visually captivating films and print executions. Fight Gravity focused on capturing the authentic, warm and playful spirit of Bushmills, showcasing the unique character of the distillery's location on the north coast of Ireland.

“From drone shoots over the Giant’s Causeway to filming deep within distillery whiskey warehouses, this was a dream shoot, capturing a real sense of Northern Ireland provenance. For the films themselves, our director, Jacob Hopewell, got the best out of our craftspeople actors and used dynamic whip pan transitions to give the stories energy, pace and a fresher, more modern feel. We wanted a style that was less formal and static, something distinctly different from how a Scotch or Japanese whiskey film would be created.” adds Paul Cheung, Producer at Fight Gravity.

Directed by Jacob Hopewell, his creative approach involved highlighting the warmth and dedication of the Bushmills team, emphasising passion over strict direction to keep the authenticity of non-actors like Master Blender Alex Thomas and Master Distiller Colum Egan. By creating an inviting, relaxed environment, the production team captured natural expressions of the Master Distillers’ craft, maintaining a professional aesthetic while preserving Bushmills’ rich narrative and commitment to excellence.