In November 2021, iconic Single Malt Scotch Whisky brand Glenfiddich launched its largest marketing push to date through a fully integrated campaign across the UK.  

Globally, we had developed a new platform to position Glenfiddich as a luxury brand united behind one singular thought: Where Next?  

But in the UK, the brand was suffering awareness issues and a disassociation with Glenfiddich as a luxury brand. Moreover, they had slipped to the UK’s No.2 Single Malt. 

So, combining dramatic OOH sites in London, Edinburgh, and Glasgow with a cinematic brand film, luxury print, digital and social activations – our campaign sought to return Glenfiddich to the UK’s No.1 Single Malt Scotch Whisky brand through engaging a new audience. 

The brand film centralised the campaign, telling the story of Glenfiddich’s iconic Stag and its journey in embracing the unknown to grow stronger. Reframing this philosophy for a new audience, we took inspiration from the visual world of luxury fashion to pose a bold question to our UK audience; what risks are they going to take in order to grow. In other words; Where Next?  

The OOH centrepiece was a two-week 3D activation at London’s Piccadilly Lights, powerfully highlighting The Stag’s journey and connecting the brand icon with the brand idea. In the regal Glenfiddich pose, The Stag makes eye contact, then leaps from Europe’s largest advertising screen in a dramatic display of creative innovation. 

In Shoreditch’s artistic district, a hand-painted mural of The Stag with giant 3D antlers towered above the graffitied streets – embodying a disruptive, new-luxury approach for an edgier crowd. Integrating product, we blended targeted smart ads into the artwork; each offering a bespoke Glenfiddich drink at Callooh Callay to those inquisitive enough to scan a mysterious barcode.