Exhibition concept to brand strategy
Every couple of years, the Bushmills international strategy and creative came swinging back to the Giant’s Causeway. The what? A natural phenomenon of some 40 000 basalt polyhexagonal columns totally unknown outside Northern Ireland. “But it’s just 2 kilometres from the distillery!” they enthuse. And? This makes the whiskey special in what way? It says what about brand character? However, here’s the stand, it looked OK and did the job.
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