Dublin creative agency The Public House have helped Redbreast launch its first initiative under its new Project Wingman partnership with BirdLife International. A social and digital campaign was built around a Limited Edition Redbreast bottle featuring a copper exterior casing that neatly transforms into a beautiful bird feeder. The unique design was created by London based packaging agency Nude can be purchased on the Redbreast website with €15 from every bottle sold donated to support Project Wingman’s mission to keep common birds common.
Irish Distillers entrusted The Public House — who recently brought the iconic Robin Redbreast to life through a global campaign — with creating an impactful campaign that would not onlyshine a light on the plight of the common bird but also give consumers a chance to help out. The Public House worked alongside Pangolin UK to deliver an integrated social, digital and PR plan to make this mission take flight. At the heart of the campaign is a video from the Robin Redbreast, slyly suggesting that Redbreast fans can help out by opening their very own bird bistro. Teaser posts also featured different birds offering hipster-esque restaurant reviews for a mysterious new “pop-up”.
“The bottle design and ingenuity was very inspiring, so we wanted to help out with a campaign that kept pace. Once we started looking at this bottle from a bird’s POV, we saw that there was the ultimate win-win situation: a bottle for you, and a bistro for the birds.” notes Jarrod Banadyga, Creative Director, The Public House. “Doing a bit of good while sipping an incredible whiskey has never been easier.”
Laura Hanratty, Head of Prestige Whiskeys, Irish Distillers, added: ‘ “After much anticipation, we are extremely excited to launch the beautifully crafted whiskey casing that has been specially designed to double up as a bird feeder . As always, The Public House were there to ensure that this beautiful piece was showcased and more importantly that our mission was clearly communicated to the consumer.”
Credits:
THE PUBLIC HOUSE
Creative Director: Jarrod Banadyga
Art Director: Eimear O’Sullivan & Rudy Godfrey
Copywriter: Jarrod Banadyga, Barry Taylor
Designer: Cian Booth
Producer: Steve Battle
Director/Animator: Neil Stubbings
Account Manager: Meg Dalglish
Group Account Director: Grainne Kehoe
Business Director: Catrióna Campbell
Production Company: Jelly London
PANGOLIN
Business Director: Will Cookson
Account Manager: Emma Lomas
Account Director: Guy Marturano
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
