Fanning the Irish-American Flame
Smithwick's Irish Ale needed to gain credibility with core consumers and re-kindle their Irish-American flame. So we created a campaign that pulled on the heart strings of the neighborhoods where it all began, and leveraged the timeless Irish tradition of story telling to get them talking about it again. And Smithwick’s had a story to tell like no other. As legend had it, the first cases of the ale imported to America were shipped from Ireland to the docks of Boston, but went mysteriously missing in 1950. We brought the story to life with the 1950’s film treatment seen below, in order to establish an authentic aesthetic for the “Smithwick’s Heist.” It was seeded on YouTube and social feeds with a drive to Facebook to uncover more.