The Glenlivet
Obey The Rules, Miss the Fun
Brief
Be the stand-out ‘Glen’ in the category.
Insight
The traditional stuffiness of the whisky category puts many first time, younger drinkers off.
Strategy
Instead of fitting in, we turned the category on its head by embracing the truth that’s always been at the heart of the brand – that it’s the convention-breaking single malt.
Idea
We opened up the closed-minded world of single malt whisky by taking a stance against the unwritten rules
of the category, fronted by convention-breaking actor, Anna Paquin and an April Fools Day stunt that ruffled plenty of ‘old boy’ feathers.
Hero film
15″ film (legs)
15″ film (fbomb)
15″ film (straight)
The Goonlivet (April Fools)
