The Darkness Is Our Playground
Ideation | Art direction | Brand storytelling | Creative direction | Earned
While most single malt whiskeys adhere to strict rules, conventions, and often an air of pretension, The Sexton breaks free from tradition, offering a refreshingly unconventional take on the whiskey category.
The Sexton is a triple distilled Irish single malt whiskey made in copper pot stills on the rugged coast of County Antrim, Northern Ireland. Its unique packaging pays homage to a gravedigger and the guardian of sacred symbols.
In our ongoing efforts to market the brand, we developed a unique brand world and launched campaigns that embodied its punk ethos, "The Darkness Is Our Playground."
Some of the highlights included a campaign to promote Noctails - cocktails with ingredients that only grows in the dark, Destination Darkness which saw us curate holiday trips to the darkest and creepiest places in the UK, creating Moonbathing Kits to give away on social and partnering with the Shakespeare Birthplace Trust to host performances of Shakespeare in the Dark with a set of social teasers starring Saoirse-Monica Jackson.
