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.

A red signboard with white text that reads 'You're in the right spot! Adventure this way!' is in the foreground. Behind it, several people are casually dressed and walking near food trucks and tents at an outdoor event or festival on a sunny day.
Display of merchandise including black, white, and black t-shirts with a graphic logo reading 'The Detour,' burgundy hats with 'Stillhouse' text, and cans of Stillhouse spirits on a counter at a retail booth.
A group of five young women taking a selfie together inside a wooden-paneled room decorated with photos and a red sign that says 'NEAT'.
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A promotional image featuring three bottles of Stillhouse whiskey, labeled Original Whiskey, Black Bourbon, and Classic Vodka. The background includes a large illustration of a bear holding a newspaper, with a person walking through a forest carrying a red cooler and a cup
A woman in a denim jacket and beige pants sitting in a canoe on a lake, surrounded by trees and mountains, holding a paddle, with an orange bag and gear in the canoe, and a red and white can of Stillhouse whiskey resting on the gear.
Various packs of Stillhouse whiskey on a wooden surface with ice shavings, an axe embedded in a tree stump, and a blurred forest background.
A group of people outdoors raising shot glasses filled with drinks in a toast, smiling and displaying tattoos. Behind them, a vintage vehicle is parked amidst trees, suggesting a casual gathering or celebration in a forested area.

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).

A promotional advertisement for Trailblazers wanted, featuring a scenic mountain landscape and three cans of Stillhouse spirits in front of a rustic background. The text invites sharing a hiking trail for a chance to win.
Stylish House logo with the slogan 'America's Finest' in red text.
A tattooed hand holding a black bottle of Stillhouse whiskey with other bottle labels visible in the background.
A promotional image for Stillhouse whiskey featuring a red background, with text asking 'Made of Metal? Prove it.' and showing various images and illustrations, including a bear holding a whiskey barrel, a woman with tattoos holding a mug, and a close-up of a whiskey can on a motorcycle.

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.

A promotional collage with the phrase 'Get your cam out there' on the left side and various outdoor and nature images, including a swimmer in a river, mountains, and a desert scene, along with a Stillhouse whiskey bottle on the right side.
A food truck named 'The Detour' serving drinks and ice cream at an outdoor event with people standing in line and chatting.
A woman wearing sunglasses and a maroon hat with the words 'Unbreakable Spirit' and 'Stillhouse' on it, enjoying shaved ice, and talking to a man in sunglasses at an outdoor event on a sunny day.