The Macallan Horizon

BACKGROUND:
The collaboration between The Macallan and Bentley Motors, two brands characterized by their shared commitment to creativity, sustainability, and innovation, was introduced. Their inaugural venture, The Macallan Horizon, represented a whisky packaging prototype jointly crafted by the two entities. The task at hand was to produce a visual presentation that effectively conveys the design's cutting-edge innovation, profound reverence for natural materials, and the establishment of a bold new visual realm for both brands.

THE CREATIVE IDEA:
A complete CGI video was conceived, portraying the fusion of heritage and innovation. The sustainable and innovative components comprising the packaging—leather, glass, metal, and oak—gradually assemble in layers to encase the new whisky, which takes flight like a mythical creation across The Macallan’s landscapes. This narrative unfolds as we witness the creation coming together, part by part, material by material, right before our eyes, ultimately giving rise to a fantastical entity soaring across the "horizon."

THE STRATEGY:
The campaign rollout began with a teaser, gradually unveiling the Horizon pack. Subsequently, a comprehensive campaign was executed, featuring a 60-second main video on YouTube for the global audience. Additionally, an entire content ecosystem was developed to provide in-depth insights into this remarkable creation, encompassing two 15-second teaser videos on Instagram, Facebook, and Twitter. Furthermore, a 6-second video clip and a series of still images were shared on Instagram and Facebook platforms.