ORIGINAL KNOWS ORIGINAL
March 2021 tips off the official partnership between one of the greatest and first NBA teams of all time, The Boston Celtics, and the oldest Irish whiskey, Bushmill’s. This collaboration celebrates Irish heritage, history, and of course, basketball.
CHALLENGE
Make Bushmills top-of-mind for basketball fans by bringing together the original Irish Whiskey brand with the original Boston basketball team to galvanize an audience emerging from a year living in a socially-distanced world.
The HOMECOMING
Coming home after a long time away to a beloved place is powerful. It embodies enumerable emotions and celebratory moments, shared with family and friends
These elements are the essence of a homecoming, and the means by which our watch party event celebrates the history, legacy, and love Boston has for its teams, and its Irish family pride.
And Bushmills is there for it all.
We’ll bring young, high energy drinkers together for celebratory moments by pairing Bushmills with passionate Boston Celtics fans.
BRANDED Environment and SAFETY ELEMENTS
With branded flats and special safety elements the event will be a total Bushmills experience – encouraging people to engage and celebrate, while also maintaining safety protocols.
DJ and host entertain with flanking displays to project the game, and to enable other content expression like throwback moments, toasts, digital fan art, introductions, trivia and giveaways.
TAKEAWAYS
Bushmills x Celtics 10 Year COMMEMORATIVE bottle
Bushmills x Celtics signature 10 Year will be custom-branded with a “We Were There” seal or emblem giving directions to only open when the Celtics win a National Championship.
This creates a feeling of connectedness for the guests, after they leave. It can be a mantle piece, or shared with loved ones on a winning game.
LARGE-SCALE COFFEE TABLE ZINE
An exclusive magazine commemorating the history of both the Boston Celtics and Bushmills. As a thematic of “We Were There,” this zine highlights images and stories of people being there for not only big Celtics moments, but for big Boston moments–from social movements to basketball games. These are stories of people who were there during times of adversity.
CONVERSE COLLAB
The beloved Chuck Taylor is the original NBA sneaker and Converse is a Boston-based brand. Chuck Taylors were the first to be on the court, and we want to bring back and modernize this classic sneaker.
Working with a local Boston artist for a design collaboration, we’ll create a one-of-a-kind classic Chuck Taylor for our guests that can be purchased or given to VIP attendees.
Retro celtics x Bushmills WARM UPS
The Celtics in the 1980s were one of the most iconic teams of all time–and so was their warm-up shirts. Guests will get to leave with their own Celtics x Bushmills branded march that can be purchased or gifted to VIPs.
Just like Larry Bird’s famous version, our special edition Jersey shirt will invite each guest to add their last name or favorite Celtic name on the back, along with Bushmills logo lining on the inside.