Cannes Lions
HAVAS, Dublin / BUSHMILLS / 2023
Overview
Entries
Credits
Background
Bushmills is the oldest licensed distillery in the world. Their motto is 'We're not good because we're old, we're old because we're good'.
This humble mindset informed the brief, which was to focus on the brand's pursuit of perfection through analogy rather than literal means. And to base the film in the area surrounding the distillery on the coast of Antrim in Ireland.
The objective was to create a film that gave viewers a visceral sense of the passion Bushmills have for making whiskey - a passion that's challenging and ongoing - they never rest on success, always pursuing something just out of reach. The film had to achieve this without referencing the product until the branding at the very end.
Execution
The track: Chaconne from Violin Partita No. 2 in D Minor by Bach.
There's a raw simplicity to this piece - it's written for solo violin and has an energy that captures many emotions, which felt like a natural fit for the contrasting emotions depicted in the film.
Bach's occasional discordant harmonies work with the film to create a sense of unease - a constant game of tension and resolution.
The fluidity of the piece allows it to disappear in the mix at certain points, giving the film space where required.
The track was adapted by adding occasional musical textures - pulses and percussion - at key points to enhance the existing arrangement.
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