Campaign successfully integrated the experience with a podcast series that featured in the iTunes charts top 10.
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○ CHALLENGE
How do we change perceptions of blended malt whisky within a discerning and culturally aware audience?
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○ SOLUTION
Over a series of 11 events, we brought together pivotal figures from the worlds of art, music, fashion, literature, photography and food, with conversations chaired by GQ’s fashion editor Teo van den Broeke.
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○ RESULT
31% rise in perception ‘those who thought the drink was relevant to them’.