RED. SET. GO.

While other whiskey brands show Ireland as a caricature of itself with rolling green hills and tweed suits, we immersed people in the Ireland unseen.

Set to an Irish punk band, a pack of Irish kids run fearlessly through the streets of Belfast, bringing to life the feeling of drinking Bushmills straight —the calm before the first sip, the rush of blood coursing through your veins, and the feeling of freedom with nothing in the way.

We then brought real Irish to real America. We sent Irish punk band, Kid Karate, on a 10-city-punk-music-dive-bar-tour across America.

The tour launched at Saint Vitus, in Brooklyn. The tour was born from the RED. SET. GO. campaign and brought the sound, the spirit and the red.

Part of the rebrand included the design of all communications, which was inspired by the raw craft of old Irish punk music posters.