Ringers Creative has rolled out a new brand platform for the Diageo-owned beer Smithwicks.
Called “Originals Find Originals”, the campaign features Tokyo’s original Irish musician – Kozo Toyota and an original Dublin bar man – Hugh Hourican of the Boar’s Head.
The first stop on this new brand journey is the Irish trad music community – specifically the people that are finding trad music and putting their own spin on it. This engagement will kick off in style this weekend at TradFest.
Kozo Toyota is a Tokyo based Irish Trad musician and is the first story to be told under the new “Originals Find Originals” platform. Kozo is a music explorer who first came to Ireland in 2007 and connected with the Irish music scene. He found that traditional Irish music and culture was alive and thriving in Irish pubs. He quickly became a part of the Irish music community and has come to Ireland nearly every year since, for trad festivals and fleadhs.
“Smithwick’s is 315 years old and has been part of many exciting campaigns and cultural moments over the years – not only in its home in Co. Kilkenny, but across the island of Ireland,” says Ann Zahan, head of beer, Diageo.
“Today’s work marks a moment in the brand’s history, where Smithwick’s finds its original voice and reminds people that it is Ireland’s original beer. We dug deep into the Smithwick’s brand and its position in Irish culture in order to keep its history and tradition alive in 2025. What we have now is a long-term brand platform for Smithwick’s, and this work is just the exciting first step on that journey.”
“This project was a special one for the team. From the very first briefing, we felt the weight of responsibility in working on Ireland’s oldest beer brand. Through our deep research and many visits to Kilkenny, we uncovered a rich seams of love for Smithwick’s, especially in the Irish trad music scene,” says Miriam Hendrick, managing director, Ringers Creative.
“And as Irish people continue to re-connect with old Irish traditions, our job is to help Irish people discover and re-connect with the Smithwick’s brand.”
Credits:
| Client: | Smithwicks (Diageo) |
| Client Team | Anne Zahan, Head of Beer
Charitini Ntini, Brand Manager James Lace, Marketing Manager |
| Agency: | Ringers Creative |
| Production Company: | Ringers Creative |
| Agency Producer: | Molly Kiely |
| Executive Creative Director: | Steven Mangan, Bobby Byrne |
| Creative Team: | James Foley, Jenny Murphy, James Stedmond |
| Account Management | Kathleen Healey, Miriam Hendrick, Evelyn Murray |
| Strategy: | Sarah Hughes, Jenny Murphy |
| Director: | Molly Kiely |
| Director of Photography: | Naoise Kettle |
| 1st AC | Jakub Bajerski |
| Gaffer | Conor McGuinness |
| Grade: | Leandro Arouca @ Raygun Post Production |
| Editor: | Alex Lynch |
| Sound: | Shane Smith |
| Photography | Alex Telfer – Kozo Toyota image |
| Trevor Hart – Hugh Hourican image |
