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Glenmorangie grows ‘delicious and wonderful’ campaign

Photographer Miles Aldridge has again partnered with Glenmorangie to shoot the second instalment in the whisky brand’s ‘It’s kind of delicious and wonderful’ campaign.

The hot-air-balloon scene from Glenmorangie’s ‘It’s kind of delicious and wonderful’ campaign

Created in partnership with communications agency DDB Paris, the campaign has created six new scenes inviting consumers to enjoy its whisky.

Caspar Macrae, Glenmorangie global marketing and business director, said: “With these new scenes, we’re inviting the viewer to step even deeper into the world of Glenmorangie, where everything is ‘kind of delicious and wonderful’.”

The six new scenes include a hot-air-balloon ride with friends to visit a barber shop, and a trip to a fortune-teller.

Each still has been created to express a moment of delight through the ‘Glenmorangie lens’. Drinkers can be seen enjoying Glenmorangie Original, Glenmorangie Lasanta, and Glenmorangie Quinta Ruban either neat, over ice, or mixed in cocktails.

Aldridge said: “Ambition really flexed its muscles through every concept. We were able to expand and think big and supersize everything.

“For example, the scene with the woman and the greenhouse began with just a woman in a greenhouse. But then, it became interesting to me that she would have a greenhouse so big, it would have two floors and that she would need to ascend stairs to reach a gigantic plant creation.

“The use of visual clues to the brand – giraffes, anagrams – is far wilder and bolder. I genuinely don’t think consumers will have seen anything like this campaign before. It works in such an original way.”

Glenmorangie Greenhouse campaign
Aldridge’s imagined greenhouse scene for the new Glenmorangie campaign

The campaign also looked to recognise big and small indulgences that were missed during the pandemic.

Alexander Kalchev, chief creative officer at DDB Paris, DDB, said: “In the aftermath of the pandemic, we all have new appreciation for being able to spend time with friends, travel and treat ourselves. And we wanted to draw on that in the campaign, by celebrating moments of pleasure spent together, as well as elevating small moments you can have at home.

“Of course, working with Miles brings a wonderful richness and detail to the storytelling, which we hope will draw the viewer deliciously into Glenmorangie’s universe.”

Immersive pop-up phone box

To celebrate the launch of the campaign in the UK, Glenmorangie will open an immersive pop-up phone box in Spitalfields Market, Shoreditch, in London. The Wonder Hotline will run from Tuesday 15 November to Saturday 19 November.

Guests are invited to step inside the bright orange phone box, and answer ‘wild and wonderful’ questions.

Their answers will take them to a London-based watering hole where they will be able to enjoy a free Glenmorangie cocktail. Participating venues include the Cocktail Trading Company, Light Bar, Coupette, Milroy’s, and Seed Library.

Floral decorations for the Glenmorangie Wonder Hotline were provided by Ladygarden. It coincides with a takeover of the Ebor Street mural, with artwork created by Aldridge.

Whisky fans will also be able to indulge in Glenmorangie cocktails and treatments booked directly at Taylor Taylor and Townhouse Nails from 15-17 November.

Click the video below to watch the new campaign.

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