Putnam Whiskey:
Boston Born & Raised
Boston Harbor Distillery’s signature line of whiskey, Putnam, is a great product. However, it’s largely unknown in Boston with a limited supply and restricted distribution. So how can they stand out as a leader in the crowded, old-school premium whiskey space? Become Boston’s premium whiskey by leaning into their roots. Because Putnam is Boston bottled.
Let’s show up everywhere that’s truly Boston with the platform Boston Born & Raised. It’s real and uncomplicated, unpretentious, refined yet gritty and confident in being a leader and innovator.
ART DIRECTION | DESIGN
OUR PEOPLE
RAISE A GLASS WITH…
We’ll also launch a series titled “Raise a Glass with Rhonda”. We’ll feature interviews with a variety of Boston influencers, movers-and-shakers, artists, musicians, civic leaders, academics and innovators, with our host, Rhonda, mixing up delicious cocktails or drinking it neat.
The video direction will be candid conversations shot at the distillery bar, cutting between wide bar shots and close up macros of the product and drinks being made. We’ll always end with a cheers.
OUR PLACES
RAISE THE BAR
We’ll also collaborate with local bars and restaurants, as a way to both authentically capture the essence of the campaign but also to help build awareness and put products on shelves.
The photography style reflects the “real and uncomplicated” vibe of this campaign with candid shots of patrons raising their glasses at the bar.