The Woodstock Black creative is a celebration of time, championing the wrinkles, tattoos, and eclectic jewellery earned over the lives of the characters that feature in the work.
Christy Peacock, ECD, Whybin\TBWA said: “These aren’t your standard pretty poster boys who spend hours in the gym or in front of the mirror to get everything just so. These are the real blokes from the heartland of Woodstock Country. Their skin is etched with wrinkles, clothes are worn, and their eyes tell the story of a life well earned. They are charismatic, authentic men with huge depth of character, making them all ‘as smooth as hell.'”
Woodstock Black features a carefully balanced bourbon blend, containing bourbon that has spent four years aging in American white oak barrels. It is then blended with old style cola achieving a beverage with an exceptionally smooth finish, designed with the New Zealand palate in mind.
Giselle Bleakley, RTD and spirits marketing manager, Independent Liquor said: “Woodstock Black is a premium Dark RTD with one of the smoothest finishes on the market. The four year genuine Kentucky bourbon blend used in Woodstock Black is key to this. The time in the barrel helps achieve the bourbon’s smooth character, just as time has helped shape the characters that feature in the campaign.”
Whybin\TBWA New Zealand worked with New York based photographer, Simon Harsent, to capture the charisma and history of the local faces that feature in the work, which include a pig farmer, a silver smith, and musician.
The Woodstock Black work is the first piece of creative work off the rank for Independent Liquor since teaming up with Whybin\TBWA.