2023

The Macallan - The Spirit of 1926

Entrant Company

Master For You Agency & The Leith Agency

Category

Marketing - Best Content Marketing Campaign

Client's Name

The Macallan

Country / Region

Spain

BACKGROUND:
The Macallan is a brand with an astounding heritage, possessing infinite value on the market due to its steadfast adherence to a clear guiding principle: Doing the next right thing. At its core, this idea narrates the story of Janet Harbinson, fondly known as “Nettie,” who assumed control of The Macallan Distillery following her husband's passing. Instead of selling the business, she made the courageous choice to keep it afloat, playing a pivotal role in rebuilding the local community during the challenging period between the two World Wars. In 1926, "Nettie" distilled a whisky that has now achieved the distinction of being the most valuable wine or spirit ever sold at auction: The Macallan Fine & Rare 1926.

THE CREATIVE IDEA:
The brand has produced a short film, "The Spirit of 1926," to share the remarkable story of "Nettie." This production boasts an exceptional cast and crew, seeking 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 undertaking to date. Involving 150 individuals, this film stands as one of Scotland's most monumental commercial endeavors. Recognizing its significance, we believed it warranted a detailed behind-the-scenes exploration.

THE STRATEGY:
To comprehensively convey the brand's values and the multifaceted nature of the project, we devised an entire ecosystem of behind-the-scenes films. These films feature key members of the cast, crew, and collaborators involved in the project. Each movie within this ecosystem is dedicated to highlighting specific aspects and values of the brand.

Prominent figures such as 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, serve as pivotal characters in our behind-the-scenes project. This extensive campaign creates a multimedia universe where "The Spirit of 1926" communicates every facet of the project to a diverse audience.

Credits

Creative Director at Master For You Agency
Jordi Munells
 
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