Look Beyond for The Glenrothes - Best Use of Art Direction & Design Winner - Initials - The Independent Agency Awards 2022

Campaign Summary:

In a cluttered, tired category of whisky lookalikes – embodying the same-old dark wood and brooding Scottish landscapes – we were tasked with developing a new brand world that would firmly establish Speyside single malt The Glenrothes within the global luxury market.

A prestige, yet relatively unknown name in the world of whisky, their optimum target audience was Ultra High Net Worth 35-45-year-old connoisseurs, seeking more than just flash and status – but craving the reward of the lesser known.

So we set to work creating a fresh new look & feel, that would not only creatively challenge the fusty norms that the category had become accustomed to, but ignite real intrigue and interest amongst our wealthy target market.

- Initials​