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European Tour launches latest campaign on YouTube
MUMBAI: They are more accustomed to producing fireworks on the golf course, but could The European Tour‘s best golfers set alight a barrel full of gunpowder on a pirate ship in the Scottish seas with a single strike of a golf ball?
The Every Shot Imaginable campaign, which was launched today on The European Tour‘s YouTube channel, endeavoured to find out as a select number of the best golfers in Europe attempted to utilise their prodigious talents in the most bizarre of fashions.
The campaign, which previously featured Englishman David Howell striking a gong in the middle of an Irish lake and Simon Khan shooting down an airborne clay pigeon with a wedge shot in the deserts of Dubai, took to the highlands of Scotland this time around.
In a live shoot from start to finish, European Tour pros Jeev Milkha Singh of India, Spain‘s Pablo Larrazabal, Scotsman Stephen Gallacher and Grégory Bourdy of France attempted to hit a gunpowder-filled barrel placed on a fishing boat-turned pirate ship 135 yards out to sea from Fort George Castle in Inverness, Scotland.
The European Tour members Darren Clarke, Martin Kaymer, Graeme McDowell, Rory McIlroy, Louis Oosthuizen and Charl Schwartzel winning the last six Majors in a row.
But when faced with the “Gunpowder” challenge, it took hundreds of attempts before one of the Tour‘s top golfers could hit the gunpowder barrel and set the sky alight.
Speaking at the launch of the “Gunpowder” edition of the Every Shot Imaginable campaign on YouTube, Jeev Milkha Singh said, “Shooting the film was a crazy experience here in Scotland. We had more than 300 tries for the gunpowder shot before one of us hit the barrel and lit the fire-crackers. It was raining and the winds were too strong but that was the challenge and all enjoyed it.
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Bianca Guimaraes named Jury Chair of ABBY Awards 2026
Mischief USA ECD to lead Still Digital category at Goafest in Goa.
MUMBAI: Bianca Guimaraes just got handed the gavel for Still Digital because when the woman who turned Mischief into an awards magnet sits in judgement, even the shortlist starts feeling nervous. Bianca Guimaraes, founding partner and executive creative director at Mischief USA, has been appointed Jury Chair for the Still Digital category at the ABBY Awards 2026 Powered by The One Club / The One Show. The announcement was made ahead of Goafest 2026, where the awards will take place in Goa on 20–22 May 2026.
Guimaraes has built a reputation for culture-shifting work that has propelled Mischief USA from start-up to #1 independent agency of the year four times (Ad Age, Adweek, Campaign US and EFFIES). In just three years, her campaigns have secured over 100 international awards, including an Emmy. She previously spent six years at BBDO New York, was named Shots Rising Star in 2017, and voted Next Creative Leader by The One Show in 2016. WARC currently ranks Mischief USA as the world’s Most Effective Independent Agency.
A passionate advocate for women and diverse talent in advertising, Guimaraes has shaped the creative department she always wanted to join, blending bold ideas with measurable impact.
The ABBY Awards remain one of India’s most respected benchmarks for creative excellence, drawing entries across advertising, design, digital and branded content. Guimaraes’ appointment brings a global perspective to the Still Digital jury at a time when static digital work continues to push boundaries in storytelling and craft.
In an awards season where creativity is the real currency, the ABBYs didn’t just pick a chair, they picked the woman who’s spent years proving that the sharpest ideas don’t need motion to move people.
