BULLEIT BOURBON

THE PIONEER SPIRIT

Culture Amplification Campaign

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As the “New Frontier” whisky, Bulleit Bourbon wanted to forge a new path to connect with its audience through culture by paying homage to today's modern pioneers. Centred around a brand film, 'A Toast To The Times', the campaign featured two artists, J. Ivy (a multi award-winning spoken word poet who has collaborated with the likes of Kanye West, John Legend, RZA, Bob Dylan, and more A-list talent), and Carlos López Estrada (an Academy award-nominated filmmaker whose work includes 'Blindspotting' and music videos for the likes of Billie Eilish, Father John Misty, Thundercat, Flying Lotus, Katy Perry, and Carly Rae Jepsen).

 

The Bulleit Pioneer Project celebrated those on the frontier of culture amplifying those breaking new ground across art, sustainability, food, mixology, and technology. The film is a mixture of multimedia animation and spoken word narration celebrating the power of the human spirit to overcome adversity via creativity. The film featured beyond Bulleit’s event calendar and was shown at major film festivals such as the Tribeca Film Fest.   

 

This campaign took place in tandem with J. Ivy’s Grammy award win helping to cement the importance of spoken word as a first of its kind category at the prestigious music awards.