Bulleit campaign champions ‘restless creators’
Diageo-owned American whiskey Bulleit has launched its Doing Over Dreaming campaign, which seeks to ‘salute the moments when ideas get sparked over a drink and turned into something real’.
Bulleit claims to have been ‘born from restless creation’, having broken the mould with its high-rye mash bill and the creation of a style of whiskey that was not the norm for its time.
Furthermore, its Bulleit Rye is said to be a direct result of the brand’s closeness with the ‘restless creators’ behind the bar who ‘inspire us everyday’ and ultimately requested the production of the 95% rye whiskey.
With this mindset, Bulleit says it has continuously shaken up the industry with innovations and a refusal to settle for anything less than bold, and this creative campaign celebrates those who do the same – ‘the risk-takers who get up, get moving, and get shit done’.
The campaign puts the Bulleit bottle front and centre, set against the brand’s signature orange backdrop paired with thick black typography.
The messaging reflects the brand’s ‘restless character’, with straight-talking phrases such as ‘Y’all’, ‘Smooth and full of grit’, and ‘No rest for the restless’.
The creative suite also features four 15-second video spots and photography highlighting Bulleit Bourbon and Bulleit Rye.
Developed in partnership with Anomaly, the Doing Over Dreaming campaign first rolled out in June 2025 on the brand’s social channels and through various media spanning digital, social, national TV, cinema and iconic out-of-home (OOH), including bus wraps, a train exterior, painted walls, wall-scapes, digital bulletins, a digital mobile boat, full building dominations and more.
The campaign could be seen in OOH formats in major cities including Los Angeles, New York, San Francisco, Chicago, Tampa and Atlanta.
Johannah Rogers-Omishore, brand director at Diageo for Bulleit Frontier Whiskey, said: “Bulleit has always been a whiskey rooted in action. This campaign is a reflection of that spirit, where big ideas meet bold momentum.
“Doing Over Dreaming isn’t a tagline because actions speak louder than words. It’s an ethos that drives us and a tribute to the spark that happens when creativity and dedication collide. We’re proud to launch this new campaign and celebrate the doers, the makers, and the ones who don’t just talk the talk but walk the walk. That same restless creation fuels Bulleit to boldly explore the frontiers of whiskey.”
First We Feast
The campaign has also been unveiled via collaborations with those who are said to ‘back up their words with action’. As such, the brand has teamed up with First We Feast, a multi-platform media brand focused on merging food, drinks and pop culture, and Sean Evans, host of popular celebrity interview show Hot Ones, to debut a new content series called One More Round.
Through Evans’ ‘unmistakable’ interview style, three influential voices in culture will be questioned on how they turn ambition into reality with the same energy that fuels Bulleit’s whiskey.
The three collaborative episodes will go live in autumn 2025 across First We Feast’s website and social feeds.
In the future, the collaborations will come to life through partnerships with independent content creators, on new media platforms, and in progressive culinary experiences.
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