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