The Macallan's Epic OOH Celebrates 200 Years of Whisky Mastery

Celebrating ‘200 Years Young’, The Macallan has unveiled a global marketing campaign in tandem with its launch of the highly anticipated TIME: SPACE COLLECTION. Featuring TIME: SPACE and TIME : SPACE Mastery, the campaign celebrates the ongoing dedication to incomparable craftsmanship and creativity, and the brand’s deep connection to nature. 

This new campaign takes audiences on a journey through The Macallan’s interpretation of time travel, through two hero films and 3D billboards, debuting in iconic locations around the globe.  

The films immerse viewers in an alternative world where time flows in unexpected ways and nature preserves what is most valuable. Using different characters, animals, and plants, the films highlight The Macallan’s intrinsic bond with nature. Each film tells a unique story, yet both reflect the brand’s core values of artistry and heritage. 

As the campaign unfolds, The Macallan will illuminate major global landmarks with striking 3D billboards, bringing aspects of the cinematic films to life in key cities across the world including: 

• London – Piccadilly Circus: From 7th October 2024 
• Las Vegas – The Sphere: From 11th October 2024 
• New York City – Penn Station: From 30th September 2024 
• Shanghai (West Nanjing), Shenzhen (Baofang Shopping District), Hong Kong (Central Hing Wai Building): From 1st November 2024 
• Tokyo – Omotesando: From April 2025 

Additionally, the campaign will also run through still billboard activations across major cities and transport hubs: 

• Singapore – Hilton Light Projection and iON Dragon Tail Shopping Mall: Running through September and October 2024 
• Global Transport Hubs: Major airports and transit locations, including Los Angeles International Airport, London Heathrow, Shanghai Pudong International Airport, and Dubai International Airport, will showcase the campaign’s still imagery, reaching international travellers and a global audience 

Leslie Davey, brand director at The Macallan, said, “The TIME : SPACE COLLECTION represents a defining moment for The Macallan. The introduction of two unique new releases, in the form of  TIME : SPACE and TIME : SPACE Mastery, is a celebration of time travel through whisky mastery that The Macallan has been renowned for over 200 years.  

“This campaign is an exploration of time – honouring the past while looking toward the future – while also highlighting The Macallan’s ongoing dedication to incomparable craftsmanship, creativity and deep connection to nature. Reflecting The Macallan’s heritage and innovation on a global stage, iconic locations were selected to share this fantastic journey with audiences all around the world.’’ 

The TIME : SPACE COLLECTION and its accompanying campaign celebrate 200 years of The Macallan’s craftsmanship, innovation, and dedication to nature’s timeless guardianship. The collection comprises two whisky releases, both symbolic expressions of The Macallan:  

• TIME : SPACE – with only 200 in existence, one for each year of The Macallan’s history, the dual chamber vessel includes the oldest whisky released by The Macallan at 84 years old, as well as a second single malt that marks the first from the brand’s new distillery 
• TIME : SPACE Mastery – a unique single malt with layers of complexity that embraces 200 years of history and celebrates the craft of whisky mastery by featuring 14 exceptional cask types, creating layers of complexity with an incredible depth of aroma, texture and flavour