The Public House has launched a new international content-led campaign for the Irish Distillers-owned Redbreast Irish Whiskey. The campaign will run in the US, UK, Ireland, Germany as well as a number of other markets. As part of the campaign, over 20 pieces of content were produced with Jelly London and the animator/director Neil Stubbings.
The new campaign revolves around the brand’s iconic robin which the agency has brought to life to help define the personality of the brand.
“First referenced in 1912, the Robin Redbreast symbol has been at the core of Redbreast’s reputation ever since. We know that the Redbreast target audience is driven by curiosity. As digital natives, they are driven to discover new brands that they can engage with online. What better way to widen this target audience than to introduce a modern-day digital evolution of our revered Robin that encapsulates the essence of the brand and the people who make it,” explains Laura Hanratty, head of Prestige and Speciality Brands at Irish Distillers. “We found a rhythm working with The Public House and Jelly that made this project a true pleasure,” she adds.
Jarrod Banadyga, creative director at The Public House adds: “It’s been an honour to help Redbreast find its voice through the Robin himself. We eat, breathe, sleep, (and
sometimes sip) this character, and what his take might be on a number of topics. The teamwork between agency, production company, and client has been really relaxed and easy-going, and we think that comes through in the finished product. We can’t wait to surprise Redbreast fans and add some new ones along the way.”
In addition In addition to lifting the curtain on this new spokesbird, the agency has also been working closely with Redbreast and Pangolin PR to launch the new “Project Wingman” partnership. Teaming with Birdlife International, Redbreast will roll out a number of projects and initiatives to help keep the common bird common. Efforts will be aimed at habitat protection, education, and monitoring for the chaffinch, blue tit, starling, wren, barn swallow, and other birds under threat.
CREDITS
Creative Director: Jarrod Banadyga
Head of Design: Eimear O’Sullivan
Designer: Rudy Godfrey
Copywriters: Jarrod Banadyga, Enda Mac Nally, Barry Taylor
Group Account Director: Grainne Kehoe
Producer: Steve Battle
Account Manager: Meg Dalglish
Account Executive: Tiarna Dermody
Managing Director: Catrióna Campbell
Project Managers: Sarah Lee, Katie Muir
Strategist: Ronan Jennings
PRODUCTION CREDITS:
Production Company: Jelly
Animation Director: Neil Stubbings
Producer: Laura Thomas
Exec Producer: Sue Loughlin
Sound Designer: Marian Mentrup
DOP: Aidan Gibbons
Camera Assistant: Cristobal Infante
CLIENT CREDITS:
Marketing Director, Global, Irish Distillers Brendan Buckley
Head of Prestige & Speciality Whiskeys, Irish Distillers: Laura Hanratty
Marketing Manager, Irish Distillers: Kate McCarthy
Brand Manager, Irish Distillers: Ciaran O’Donovan
Digital Content Executive, Irish Distillers: Francis McConnell
