@ihatebriannachickenfry

♬ original sound - Brianna LaPaglia

In the flicker of pub lanterns and the hush before a bow strikes string, Arthur Coates steps into rhythm—not just with his fiddle, but with the land, the lore, and the pulse of tradition. His reels aren’t just played; they’re lived. Each note is a footstep, each phrase a heartbeat of Celtic memory. Alongside Kerran Cotterell, Coates brings a kinetic energy to Irish folk that feels both ancient and electric.

But this isn’t nostalgia—it’s navigation. Coates maps movement: how people gather, how joy spreads, how music travels. His performances are rooted in ethnographic insight, what we call The Fox Map—a clever, streetwise understanding of social flow. Like the fox in Irish folklore, he knows when to leap, when to linger, and where the magic hides. It’s urban cunning wrapped in rural rhythm.

From playful projects like Music for Cows to immersive workshops like Fiddle & Feet, Coates invites us to do more than listen. He wants us to move, to feel, to connect. So as the reels spin and your screen glows, let the music pull you in. This is not just a song—it’s a trail. Follow it.

🎶 🦊🗺️🍏🎉📸🧠🎭🚦🔍🔥 🔊 Irish Reels - Arthur Coates

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🦊 Orchard Thieves is turning 10—and it’s celebrating with a campaign as bold and mischievous as its iconic fox.

The new platform, Be More Fox, isn’t just a tagline—it’s a rallying cry for those who live life with clever charm and fearless curiosity. From street-level stunts to digital adventures, the cider brand is marking a decade of disruption with a fresh dose of wit, style, and savvy.

Here's how Orchard Thieves is making its birthday unforgettable.

🎉 A Decade of Boldness

Orchard Thieves, Ireland’s number one draught cider, is celebrating its 10th birthday with a campaign that’s as cheeky and clever as its iconic mascot. The new brand platform, Be More Fox, isn’t just a slogan—it’s a call to action for a generation that thrives on spontaneity, savviness, and social adventure. After a decade of disrupting the cider scene, the brand is doubling down on what made it stand out: boldness, originality, and a wink of mischief.

🧠 The Fox Philosophy

Rooted in deep cultural research and Gen Z insight, Be More Fox taps into the spirit of those who don’t wait for fun—they create it. The fox, long a symbol of cleverness and adaptability in Irish folklore, now leads the charge in Orchard Thieves’ marketing. From QR-coded outdoor teasers to interactive digital experiences, the campaign invites curious minds to lean in, explore, and unlock rewards. It’s not just advertising—it’s a game of wit.

📸 Street-Level Mischief

Across Dublin, the streets have come alive with standout installations, lightbox activations, and bold signage asking, “Are You More Fox?” From the Camden Bar to the Barge Pub, Orchard Thieves is making sure its presence is felt. The Fox Booth, a pop-up experience at gigs and bars, kicked off at the Charli XCX concert in Malahide Castle—setting the tone for a summer of playful disruption and real-world engagement.

🎙️ Voices of the Campaign

With THINKHOUSE leading the creative charge and Dentsu Red Star handling media strategy, the campaign is a masterclass in modern brand storytelling. Media partners like Spin 1038, iRadio, and RedFM amplify the message, while creator collaborations bring the fox’s spirit to life across social platforms. Marketing manager Jim Geraghty sums it up best: “We’re reigniting what Orchard Thieves has always stood for—boldness, originality, and savviness.”

🍏 A Toast to the Future

The campaign also spotlights Orchard Thieves Original and its newer, less-sweet sibling, Orchard Thieves Wild. It’s a nod to evolving tastes and a promise to stay ahead of the curve. Whether you’re sipping cider at a gig or spotting foxes on billboards, Be More Fox is more than a birthday celebration—it’s a manifesto for living life with clever charm and fearless curiosity.

🌟 Conclusion: The Fox Leads On

Ten years in, Orchard Thieves isn’t slowing down—it’s sharpening its teeth. With Be More Fox, the brand invites everyone to embrace their inner trickster, chase joy with intention, and toast to a future that’s anything but tame. The fox is back, and it’s leading the way.

#BeMoreFox 🦊 #OrchardThieves 🍏 #FoxTurns10 🎉 #StreetMischief 📸 #CiderWithSavvy 🔥