The Classic Malts: integrated
Our brief was to remind the Friends of the Classic Malts – over 400,000 whisky drinkers worldwide – about the character and provenance of their favourite whiskies.
We asked thirteen Scottish artists to capture, in their own style, the home of their nearest Classic Malt – be it the distillery itself or the countryside around it.
The resulting story, ‘The Art of Making Whisky’, became the basis for a stream of relationship marketing content encompassing direct mail, email, exhibition evenings, magazine articles and an online documentary. The campaign will culminate later this year in a sale of the originals at a charity auction.
