In a category defined by heritage and authenticity, Bushmills Red Bush is not the instinctive first choice for Irish whiskey drinkers. In all other liquor categories, the top 5 brands own 80% of the market share. But in irish whiskey, only one commands that majority percentage of the market - Jameson. Bushmills, despite being the first Irish whiskey distillery in the world, has only the third largest market share. However, as a result of changing consumer tastes, which finds drinkers becoming more discerning about what they drink and searching for more interesting Irish whiskey options, Red Bush has the prime opportunity to claim the #2 position in the Irish whiskey marketplace.

To create our blur of redheads running through the nighttime streets of Belfast, we cast sixteen individuals directly from the city’s streets. This street-casting was necessary in order to properly depict what real Ireland looks like today – contrasting the stereotypical green and gold Americanized perception of what the country stands for and looks like. To ensure we were breaking stereotypes rather than enforcing them, we didn’t rest until we had a cast of redheads with diverse ethnicities– black, white, and in-between.