Bulleit announced the launch of a new creative campaign, “Doing Over Dreaming,” a platform that salutes the moments when ideas get sparked over a drink.

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 out-of-home, including bus wraps, a train exterior, painted walls, wallscapes, digital bulletins, a digital mobile boat, full building dominations and more. 

These can be found outside in major cities including LA, New York, San Francisco, Chicago, Tampa and Atlanta. 

The campaign puts the iconic Bulleit bottle front and center, set against the brand’s signature orange backdrop paired with thick black typography. The messaging reflects straight-talking phrases like “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. But this goes beyond what’s in the glass. 

The brand also is teaming 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 brand-new content series, entitled One More Round. Evans will spotlight three influential voices in culture today about how they turn ambition into reality. 

The three collaborative episodes will go live in Fall 2025 across First We Feast‘s website and social feeds. In the future, you’ll see it come to life in the thick of culture, whether through partnerships with independent content creators, on groundbreaking new media platforms, or in progressive culinary experiences.

“Bulleit has always been a whiskey rooted in action. This campaign is a reflection of that spirit, where big ideas meet bold momentum,” Johannah Rogers-Omishore, Brand Director at Diageo for Bulleit Frontier Whiskey, said in a news release. “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.”

Read more: Bulleit Releases its First Bottled-in-Bond Bourbon

ABOUT BULLEIT

Founded in 1987, Bulleit Frontier Whiskey was inspired by an old recipe that turned into one of the fastest-growing whiskeys in America. Bulleit is known for using a high rye mashbill, resulting in a spicy character. The Bulleit distillery in Shelbyville, KY, opened in 2017 and is a key fixture on the Bourbon Trail. For more information, visit www.bulleit.com.