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Uprising

Redbreast Irish Whiskey Finds its Voice to Bring its Namesake Bird to Life 

staging.lbbonline.com, Thu, Oct 01, 2020

The Public House and Jelly London develop a plucky and outspoken ‘Robin Redbreast’ character for the beloved brand

Redbreast Irish Whiskey Finds its Voice to Bring its Namesake Bird to Life 

The Public House have created a content-led campaign for Redbreast Irish Whiskey that will run in the US, UK, Ireland, Germany and beyond across social platforms. Over 20 pieces of social content were produced with Jelly London and Animator/Director Neil Stubbings.

Since 1912, ‘Redbreast’ has been on the label of one of Ireland’s most beloved whiskeys. But today, it’s gone from the name of the brand to the voice of the brand, with the introduction of a plucky and playful spokesbird named Robin Redbreast. He’s more than happy to share his opinion on distilling, sharing with friends, how to make the holidays a bit better, and how you can one-up your siblings on Father’s Day. 

In late 2019, Irish Distillers’ Prestige Team briefed The Public House to bring the Robin to life, and help define the personality of the world’s most awarded Single Pot Still Irish Whiskey. Working with London production company Jelly and director Neil Stubbings, a carefully crafted wood-cut Robin took shape, capturing the craft and character of his namesake whiskey. Through an extensive suite of short and snappy social videos, Robin will introduce curious drinkers to the brand, and reward existing Redbreast fans through an ongoing rollout of digital content.

“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.” 

Jarrod Banadyga, creative director at The Public House commented: “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 easygoing, 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.” 

Neil Stubbings, director and animator commented: “I enjoyed the challenge of creating a bird that was playful and expressive but still paid respect to this celebrated whiskey. Making him a woodcut bird gives a meaningful connection to whiskey making; you can almost imagine him being created by one of the coopers on his lunch break.” 

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. 

This project for The Public House continues an impressive run for the independent creative agency, whose vision is to be the most interesting agency in Ireland, with their mission that ‘Boring Doesn’t Sell’. 

Featured Companies: Jelly London

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AGENCY

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

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
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

Category: Alcoholic Beverages , Spirits

Genre: Animation , Comedy , Dialogue