In the world of Irish whiskey, 2 GINGERS was a relative unknown—the newcomer in a stodgy category dominated by one player. We set out to inspire whiskey drinkers who default to the only Irish whiskey they know (you know the one), to choose differently by choosing 2 GINGERS.

Our campaign was designed to capture the fiery, adventurous spirit of the founder’s mother and aunt (the original two gingers) and celebrate the whiskey’s smooth taste and mixability. The reason to believe? While traditional Irish whiskies distill their liquid three times, 2 GINGERS uses a unique double-distillation process that maintains the flavor of the liquid and makes it more mixable in a variety of cocktails.

Through provocative visual representations of 2 GINGERS twists on familiar cocktails, we let the world know that there is a refreshing new choice in a category full of stale, centuries-old brand relics.