R/GA created the work for the Diageo-owned brand, which includes two online ads and a Tumblr page. The online ads, called "here’s to staying in" and "here’s to getting together", show a group of women toasting each other with a shot of Baileys.
The Tumblr page features content with, among others, the model Daisy Lowe and blogger Eleanora Carisi, who have been hired as influencers and post ideas such as cocktail recipes using Baileys.
R/GA London, which has been Bailey’s digital agency of record since March 2013, created the ads, which were directed by Sarah Chatfield. Bartle Bogle Hegarty created the "here's to us" position and the accompanying TV campaign for Baileys.
George Prest, the vice president and executive creative director at R/GA London, said: "It is fantastic to have been involved in the creation of such a multi-layered and integrated campaign and to have played our part in taking Baileys in this new direction.
"They are exactly the type of client we enjoy working with, forward thinking, not afraid to push the boundaries of creativity and fully embracing an approach to social and content that is behavioural and purpose-driven."
Bailey’s is the second prominent alcohol brand this year to release a campaign focused on toasting. In October, Haig Club – which is also owned by Diageo – released a campaign with David Beckham that celebrated the ritual of toasting.