The Glenrothes

Developing the launch campaign for an unconventional 42 year-old single malt whisky, inspired by the colours and topography of the distillery. The Glenrothes' limited release, The 42, is an unconventional single malt. Inspired by its unusual age statement, the launch campaign’s concept for The 42 explored the notion of the ‘perfect moment’. Having the patience and mastery to nurture a colourful masterpiece – and knowing when to bottle it. Much like the age statement, the creative concept needed to shift away from the usual whisky tropes. The language platform was developed for the campaign, based around ‘An unconventional Masterpiece’. Using generative CGI particle simulations, a series of moving and still digital artworks were created – capturing the essence of the distillery and landscapes that inspired The Glenrothes 42.