Glenmorangie creates colourful campaignBy Melita Kiely
Highland single malt Scotch brand Glenmorangie has released a colourful campaign that reimagines everyday moments as ‘wonderful’ experiences.
Created in partnership with famed photographer Miles Aldridge and agency DDB Paris, the campaign comes with the tagline “it’s kind of delicious and wonderful”.
The advert depicts six everyday experiences as ‘wonderful moments’ using vibrant colours and cinematic style. The campaign went live in the UK via social media and high-profile out-of-home locations in London on 14 December.
Louise Dennett, global head of brand at Glenmorangie, said: “We make whisky because we want people to enjoy it. There are many technicalities as to how we make it taste so good. But ultimately, what matters is that our single malt is delicious, and we think there’s a simple joy in that.
“Through our collaboration with Miles Aldridge and DDB Paris we have created a visual feast of a campaign. We hope it will welcome more people into our delicious and wonderful world.”
The campaign’s six scenes show people enjoying whisky with visual nods to the brand throughout, including a tribute to Glenmorangie’s ‘spirit animal’, the giraffe, in reference to the distillery’s tall stills.
Aldridge said: “Throughout the campaign we peppered little ‘Easter eggs’, little things to find. There were anagrams of Glenmorangie: ‘A ginger lemon’, in the train and ‘Mango reeling’ as a neon.
“As well as the anagrams, each of the visuals has the recurring motif of the giraffe. The idea was that these would appear in each of the visuals like little games, almost cameo performances.
“The amazing thing about this campaign is that it’s so contrary to what we’re used to with the whisky campaigns. For Glenmorangie to have the courage to take on this campaign is really refreshing.”
In September, Glenmorangie unveiled a new single malt Scotch, Glenmorangie A Tale of Cake, as part of a new series of whiskies.