Where Next? for Glenfiddich - Best Use of Art Direction & Design Winner - Space - The Independent Agency Awards 2022

Campaign Summary:

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.

Combining OOH sites in London, Edinburgh, and Glasgow – with a cinematic brand film, luxury print, digital and social activations – the campaign sought to return Glenfiddich to the UK’s No.1 Single Malt Scotch Whisky brand by engaging a younger, ambitious, and luxury audience.

Historically, Glenfiddich has built its brand on the idea that growth can only come from risk. A brand film centralises the campaign under the new global platform ‘Where Next?’, 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 across OOH, digital, print and social – all the while posing a bold question to our UK audience; what risks are they going to take in order to grow. In other words; Where Next?

The driving force behind rising above the sea of Glens was building salience around The Stag across a creative series of integrated executions. The centrepiece was a two-week 3D activation at London’s Piccadilly Lights, powerfully showcasing the The Stag’s journey and connected the brand icon with the brand idea.

- Space​