Welcome to The Unbreakable Nation
OOH | Print | Experiential | Social | PR
The Challenge:
When Bacardi acquired Stillhouse, the brand stood at a crossroads. By 2022, it was time for reinvention—a full-scale transformation from the ground up. Stillhouse needed more than just a refresh; it needed a bold new direction. We defined its target, built its strategy, reimagined its positioning, and launched a campaign that carved out a fitting and completely unique place in the market.
The Strategy:
With its unbreakable metal can, Stillhouse isn’t just another spirit—it’s built for adventure. While most spirits come in fragile glass bottles, limiting where they can go, Stillhouse was designed for movement. It’s the perfect whiskey for those who refuse to be confined, made to go wherever the journey leads.
Strategically, this positioning couldn’t be stronger. Outdoor recreation was surging, with 8.1 million more Americans hiking and 7.9 million more camping in 2020 than the year before. Stillhouse wasn’t just a whiskey—it was a passport to breaking free from the ordinary, built for those who live beyond the bar.
The Idea:
We created The Unbreakable Nation, and invited a generation of hikers, hustlers, makers, thinkers and adventurers to go ‘Where Glass Can’t Follow’.
The Execution:
For Print and OOH, we set about creating a campaign that tonally brought the Unbreakable Nation ethos to life.
The Execution:
To bring The Unbreakable Nation into a participative campaign, we created The Unbreakable Summer. An ultimate weekend in the backcountry, featuring rugged adventure ― including ATV riding, zip lining, axe throwing, fly fishing, horseback riding and white-water rafting.
To enter, people just had to upload photos and post using the hashtag #UnbreakableChallenge. They could also improve their chances of winning by participating in a series of Summer Challenges:
Trailblazers Wanted: Show how you road trip with STILLHOUSE.
Made of Metal?: Show how your can goes the distance.
Get Your Can Out There: Take good times where glass can't follow. Find the highest peak in your hometown and snap a photo of your can (and the view).
The Execution:
We supported Unbreakable Summer with our own branded camper van. It travelled to six locations across the country, sampling product and introducing our target to Stillhouse and The Unbreakable Nation.
