nico deyer
advertising & art direction
Poe, Irish Poitín
Poitín is an Irish spirit that is making a comeback. Achieving international recognition. Its old days of questionable production reputation are way gone and Temple Bar Distillery has created its first Poitín. I was required to create a brand and a campaign that speaks to people in their 30s, who drink mixed cocktails and highballs. Offering a modern, high quality, crafted drink. From a personal point of view, Poitín is a manifestation and part of Irish culture. Sadly, the market has too many serious and masculine-appealing brands.
Insight
Irish heritage could be presented as more playful, witty and organic. Night time and it's happenings play a fundamental role since ancestral times. The raven symbolises transformation, bringing a refreshing distance from the protocolar way to present drinks, that does not reflect Irish humour, wit and capacity to turn around things and make fun of even the dreadful. A quite interesting piece of information is that Edgar Allan Poe's grandfather was an Irish man, from county Cavan.
Nocturnal Mixology Experience
Poe invites a selection of experts in Mixology, Influencers and Alcohol critiques from Europe, United States and other areas of the world. To enjoy a nocturnal walk through the Glasnevin Cemetery, place that serves as resting place for many heroes that fought for the independence of Ireland. While experimenting and learning about this thrilling aspect of the Irish culture with a group of guides, they will grasp a better concept of the Irish wit, its rebellious spirit and its fundamental sense of belongingness.
Surprisingly, they will be taken through a surprising pathway into the Glasnevin Botanical Gardens. This stroll between life and death speaks to us about the need for change and metamorphosis so life can go on and evolve. The final spot is the walled orchard. Guests will experiment and prepare their own Poe Cocktail, using a marvellous selection of herbs and produce just harvested from the plant. To crown the whole experience a beautiful table, served with an array of nibs to bite while photographies and videos will register the magical experience. Expecting ravens and crows to accompany the night.