nico deyer
art & creative direction
Bushmills, "We are Legends"
Thirsty for:
Letting people in the USA and worldwide know the rich culture were Bushmills Whiskey comes from.
What was poured:
Let people in the USA and worldwide know about the rich culture where Bushmills Whiskey comes from.
Insight:
In the US—where 1 in 10 claim Irish roots—it’s among the fastest-growing spirits.
And like Northern Ireland’s myths, carved into its coastlines and rivers, Bushmills
is steeped in that tradition. The world’s oldest licensed distillery doesn’t just
make whiskey. For four centuries, its copper stills have shaped liquid
folklore—where every drop carries the weight of history.
STORYBOARD
Rooted in the Gaelic tradition of Seanchai, the storytellers who preserve Ireland’s oral history, Seanchoíche is a global platform where tales transform yet endure, passing into legend.
Bushmills’ story, shaped over 400 years in the heart of Northern Ireland, is already legend. Now, through this partnership, Bushmills and Ireland’s modern storytellers bring these myths to life on stages across the US. Guests gather inside an immersive Bushmills barrel setting, sharing stories over the rich, golden warmth of the world’s oldest licensed whiskey.