Diageo Australia brings Bulleit American Whiskey’s ‘anti-established’ attitude to life in a brand new campaign via Leo Burnett Australia
Diageo Australia, together with Leo Burnett Australia, has created a new campaign that brings Bulleit Small Batch American Whiskey’s ‘Anti-Established’ attitude to life through powerful cinema, print and digital advertising.
Certain people forge their own path in life. They swim against the current, are free thinking and follow their passion. They’re the renegades, the challengers, and steer clear of the ordinary.
Bulleit Small Batch American Whiskey shares the same DNA as these people, the ones who carve their own unique path and work hard to follow their dreams. This independent spirit surges through the brand’s veins and is strongly grounded in the whiskey’s American roots and small batch credentials.
A series of 15, 30, 45, 60 and 90-second commercials reflect the brand’s fiercely independent personality, and will appear in cinema throughout spring. High-impact print advertisements will continue the ‘Anti-Established’ theme conveying three strong messages; ‘Quote Your Critics’, ‘Create Wilderness Out of Empire’ and ‘Dead Fish Swim with the Current’, and from 16 September the campaign will be seeded via digital channels.
From 1 October, the integrated campaign will also include two separate print advertisements for the new authentically crafted Bulleit Batches range, which launched this month. Born from the emerging global culture of pre-batched cocktails in trend-leading small bars, Bulleit Batches is made up of three bar-quality pre-mix offerings with names inspired by Bulleit’s Kentucky heritage; The Rambler, Kentucky Buck and Louisville Lemonade.
Says Matt Bruhn, Diageo Australia marketing director: “The new Bulleit Small Batch American Whiskey campaign embodies the spirit of its founder, Augustus Bulleit who created a new frontier for whiskey when he broke away from tradition and developed a small batch approach which led to better crafted American whiskey. It’s this renegade attitude that lives on through the brand today and is brought to life in the new advertising campaign.”
Client: Diageo Australia
Marketing Director: Matt Bruhn
Marketing Managers: Nikki Burke and Andrew Morley
Innovations Director: Charlie Downing
Assistant Brand Manager: Nathan Sim
Advertising Agency: Leo Burnett
Chief Creative Officer: Andy Dilallo
Creative Directors: Grant McAloon and Vince Lagana
Copy Writer: Michael Dawson
Art Director: Ben Alden
Executive Producer: Jeremy de Villiers
Client Services Director: Peter Bosilkovski
Senior Business Director: Claire Kesby-Smith
Senior Business Manager: Tom Grace
Supporting agencies
Director: Christopher Riggert
Production Company: Finch
Production Company Producer: Michael Hilliard
Cinematographer: Jeremy Rouse
Editor: Rohan Zerna (The Butchery)
Post Production: Method Studios
Sound Design: Song Zu
Music: Nick Cave
Media Agency: Ikon Media
28 Comments
Really nicely written. Nice direction. Hope it does well for you guys.
What a beautiful commercial. Well done to all involved!
I kept expecting to see Eminen driving along in a Chrysler
I also like the three Anti-Established copy themes/messages.
Very well written indeed.
nice dawso
This ad is so sexy I just slid off my chair….
Hot.
Well done to all involved.
One of the best spots out of this country this year.
What a load of marketing crap- shares the same DNA.. what a load of codswallop! Using science like this just shows you up as the manipulators you are- like Depak Chopra saying he uses Quantum physics in his healing. And to think you believe you are anti-establishmnet… you are fooling only yourself. If you were really anti-establishment you wouldn’t be on this blog or doing advertising. Truth is the first casualty of money. Just be honest and say buy this so I can live the highlife. Nice pictures but!
This is lovely — really nicely written. Well done!
Good. Just not original. https://vimeo.com/38982096
Well I think this is bloody good – beautifully written with great art direction to match. One of the best spots this year I think. Good on your Bennnnnniiiiiiii and Dawso Now lets see one for Baileys shot by Finchy!
I fuckin love it and I’m so anti-hipster. Awesome words and beautiful pics.
great work.
show us the print you mention in the article!
Nice one. I’m green.
GO FORTH
http://artisticthings.com/wp-content/uploads/2009/10/go-forth.jpg
Riggy does enough work for Wiedens to know better.
impressive effort, very nicely written and shot
well done boys.
Great work. Not often do I watch an ad a few times.
Visually it kind of looks similar to Levi’s but it’s a completely different idea.
It tingled my bits.
I don’t really understand why people keep referencing the Levi’s Go Forth campaign. They have a similar feel visually, but the tone is completely different, as is the idea. It’s impossible for ads to not look similar to each other. Why can’t people just appreciate a nice ad for what it is?
Nice. It’s amazing what a touch of Tristan can do.
This is obviously a beautifully crafted piece of werk, but it’s more than that. The copy is powerful and read in such a way that is both poignant and uplifting. I’m sure Diageo are very very pleased, and I all of a sudden feel like a whiskey on the rocks.
nice dawso
Epic Dancing Dawso!
Beautifully written, amazing direction and incredible editing.
Jealous!
come, come- reality check please- nicely directed, familiar words, familiar strategy, lots of internal plaudits from Leo’s. The posters are better.
Reeeeeeeally obvious self-commenting here. Guys you’re a dead giveaway – nobody from outside the agency ever writes like this about work. Think about when Dumb Ways to Die, the most awarded campaign in the world ever first came out on the blog – even it wasn’t even attracting comments like these. Get real, it’s embarrassing.
The comment department at Finch is always hard at work. Promoting itself and attacking others. Have you no shame? You will be remembered for your actions.
Possibly the most evil ad i have seen ….
Taking the dark art to a new level ,
Corrupting the meme of the anarchist movement
Never fear , we will come up with a new one , you will be forever in our wake ,
We are everywhere and nowhere
We are the planet itself
And you , are but machines ……l
I saw this ad at the cinema and was very impressed. Impressed enough to google search the copywriter when I got home. Well done Michael Dawson.
send me some song lyrics and I will turn them into great songs!