Redbreast #PassItOn social media campaign

Social media client, Redbreast Irish Whiskey tasked Ford Media Lab with ideating and executing a creative way to bring the brand’s concept of #PassItOn to life. The idea is that most appreciators of the brand learned of it from a bartender or someone in the know sharing it with them, hence passing it on.

Ford Media Lab’s response was two-fold. First, a Reels-style video would be created for social media that would be comprised of short clips of bartenders passing the bottle from right to left. Once edited, the clips would present a seamless series of individuals seemingly passing the bottle to one another and ending with the Redbreast logo. Upon posting on social media, the caption would contain a call to action to create and share their own video clips, to be used in a future video.

Also as part of the strategy, bartenders would be photographed and asked to share a testimonial.

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Client: Redbreast Irish Whiskey
Location: Ford Media Lab + various onsite locations
Photographer: Kyle Ford
Art Direction and Strategy: Rachel Ford

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