2023

The Macallan - The Spirit of 1926

Entrant Company

Master For You Agency & The Leith Agency

Category

Creative - Best Creative Project or initiative

Client's Name

The Macallan

Country / Region

Spain

BACKGROUND:
The Macallan is a brand with an astounding heritage, currently holding infinite value in the market due to its consistent adherence to a clear guiding principle: doing the next right thing. At its core, this idea narrates the story of Janet Harbinson, affectionately known as “Nettie,” who assumed control of The Macallan Distillery following her husband's demise. She made the resolute choice not to sell the business and, in doing so, played a vital role in revitalizing the local community during the challenging period between the two World Wars. In 1926, "Nettie" distilled a whisky that has since become the most valuable wine or spirit ever auctioned: The Macallan Fine & Rare 1926.

THE CREATIVE IDEA:
The brand has produced a short film, "The Spirit of 1926," to narrate the remarkable story of “Nettie.” With an exceptional cast and crew, this cinematic endeavor aims to delve into the intricacies of the project by offering a comprehensive account of Janet “Nettie” Harbinson's narrative. The film sheds light on every layer of the brand's most significant project to date. Involving 150 individuals, this film stands as one of Scotland’s most monumental commercial productions. Recognizing its significance, a decision was made to create a detailed making-of documentary to provide a thorough explanation.

THE STRATEGY:
A comprehensive ecosystem of behind-the-scenes films was created, featuring key members of the cast, crew, and project collaborators. Within this ecosystem, the brand's values were defined and conveyed through specific films dedicated to each one of them. Prominent figures, including Hollywood director Mike Newell, scriptwriter Allan Scott, actress Emily Mortimer, Bentley, the Roca brothers, Scottish fashion designer Christopher Kane, Simple Minds (responsible for the music), the whisky mastery team, and The Macallan directors, among others, were instrumental characters in the creation of this behind-the-scenes project. A vast campaign was executed to establish a multimedia universe where "The Spirit of 1926" communicates every facet of the project to diverse audiences.

Credits

Creative Director at Master For You Agency
Jordi Munells
 
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Category

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Category

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Country / Region

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