THE GLEN GRANT - DM60 anniversary CAMPAIGN

‘perfect equilibrium’ A CAMPAIGN FOR A SUPER PREMIUM €25,000 apex PRODUCT

BACKGROUND

To celebrate Master Distiller Dennis Malcolm’s 60th anniversary of working at The Glen Grant, a special limited edition whisky was released. Poured into a unique hand blown decanter and handcrafted presentation box, at €24,000 a bottle (€800 a dram) the product was aimed HINW individuals in the asian market.

APPROACH

We created a hero, hub, hygiene content model that reflected the high price point of the product. It showcased the history and the narrative of the brand, Dennis’ story, and helped support the overall brand experience.

IDEA

Taking inspiration from the make-up and beauty category, we created premium product films and key visuals that focused on the use of light to reflect the ‘perfect equilibrium’ it takes to produce one the worlds most sort after whiskeys. We also produced both photography and film that told Dennis’ story, accompanied by a brochure for prospective clients.

EXECUTION

We created a number of assets for the campaign including, 5 key visuals for OOH and a HNWI whiskey convention in Macau China with accompanying product film and social cut downs.