ABOUT

THE UNFASHIONABLE SPIRIT THAT HIT THE CATWALK.

Problem

How do you persuade avant-garde, millennials around the globe that whisky is no longer the old fashioned, old man’s spirit of choice?

Key insight

People think whisky is preserved for only old men with grey beards and tweed jackets, smoking cigars, in old leather arm chairs, in gentlemen’s clubs.

Big idea

Enlighten and recruit a new generation of Scotch whisky drinkers.

Role

Art direction
Full brand visual identity

Media

OOH
Digital
Packaging
Print