Work

The Approach

We partnered with a network of what we call ‘Anti-Influencers’. An ‘Anti-Influencer’ is a creator who embodies what a mainstream influencer tries to be, without all the BS. Credibility and authenticity are at the centre of all that they do as they lean into their niche area of interest/expertise.

The Output

Over the course of the campaign, we partnered with Irish fashion designer Colin Horgan, Irish artist Mike Gibson, singer/songwriter Aimée, Illustrator Orlaith De Búrca and comedian Anna Clifford. We tailored each partnership to ensure it was a mutually beneficial agreement for both the brand and our Anti-Influencers, working with them closely on what projects they had coming up for the year ahead and how Orchard Thieves Wild could show up and support in a natural and authentic way.

🧥Fashion designer Colin Horgan created a complete Orchard Thieves Wild inspired fashion look which came to life through social video content, an in-window display and product promotion in vintage clothing store Loot as well as a live fashion showcase event full of media and influencers with surprise VIP performances.

🎤We partnered with comedian Anna Clifford to sponsor three shows as part of her ‘Comedy for Witches’ series. The sponsorship came to life through an Orchard Thieves Wild drink promotion in the venue on the night, brand mentions from the stage, comedians with product on stage and social content created by Anna in the lead-up to and live from each show.

🖌️Irish illustrator Orlaith De Búrca, founder of DeBúrca Designs created a limited edition Orchard Thieves Wild merch line of crew necks, caps and tees with her signature As Gaeilge style. These were gifted to media and influencers to drive fame for Orchard Thieves Wild, they were also given away as part of social competitions.

🎨Artist Mike Gibson created an Orchard Thieves Wild bespoke illustration which came to life through social content and was used for internal assets.

🎶Singer/Songwriter Aimée created a piece of social content with her Dad (a fan favourite). In the content, Aimée was playing her new single for her Dad for the very first time while enjoying a refreshing can of Orchard Thieves Wild.

To wrap up the Anti-Influencer campaign, we took our crew of Orchard Thieves Wild creators to Electric Picnic to check out the Orchard Thieves Wild bar and activation.

Results

The campaign resulted in five meaningful and authentic partnerships which came to life through a range of different creative outputs from live events, social content, fashion, design, illustration and music.

The campaign catapulted the brand into culture with relevant content and earned conversation.

Overall potential reach: 1.8 Million

Orchard Thieves Wild launch has been performing well on the on-and-off trade with our target consumer.

Speaking about the campaign, Hilary Lenahan from Orchard Thieves WILD, said:

“Thinkhouse took a bold and refreshing approach to launch our new, less sweet, member to our cider family, Orchard Thieves Wild, ensuring we showed up in culture in a way that truly resonated with our audience. By partnering with ‘Anti-Influencers’—creators who are authentic, credible, and deeply connected to their communities—we were able to spark genuine conversations and bring our launch to life in unexpected ways. The campaign not only drove awareness but positioned Orchard Thieves Wild as a drink that belongs at the heart of culture. We couldn’t be happier with the results."