Triple distilled copy.

Adam invited me to work on a brief for a whiskey called 'Titanic' that launched in the middle of last year to celebrate the famous ship's 100th anniversary. The work featured on www.lovelypackage.com.  

The copy reads: 

“On the shores of Belfast Lough, we still recall the ship – builders and distillery workers who built legends of steel and bottled the heavens. And though the sound of rivets binding steel on steel is now a memory, the faint scent of aging whiskey barrels still fills the air. This perfectly matured whiskey honours those past generations, those men of steel, and serves as the perfect link between their shared endeavour and unique spirit of friendship that bound them. To truly know Belfast is to share a measure of Titanic.”

Irish Times work

I created these ads with Adam Crane for a pitch to the Irish Times. The brief was to create a positioning that reflected how their journalists got to the heart of the matter, whatever the subject. Our answer was to explore the nature of opinions in press ads straight from their primary sources. In this way the strap line '…as we know it', lent itself to categorisation within the paper (Sport as we know it, Culture as we know it, etc.) and reinforced the Times' primacy as Ireland's paper of record.