Overview
The Brief
One of the world’s biggest-selling whiskies, but unknown in the UK — the brand had been using a tired, Chippendale-style Highlander for its marketing.
The Idea
The Clan (or “pack” in France, where Clan Campbell is the biggest competitor) is an ancient group of friends — a bond that matters more than ever in the age of the urban family.
How It Worked
We refreshed the look by creating “Mad Macs,” an urban Highlander style, backed by a set of activations touring festivals and bars around the world.
My Role
I’m Scottish — so I was pretty determined to get the tired Romance-Novel-style Highlander theme consigned to history.
