Two Icons. One Bottle. A one of a kind installation.

Glenfiddich's new creative direction, 'Beyond', and its partnership with Aston Martin F1 had all the right ingredients, but neither was cutting through as strongly as intended. With the launch of a new 16 yr old malt, the brand saw an opportunity to create a bold statement that would strengthen the partnership, elevate Glenfiddich's role within it, and bring the idea of 'Beyond' to life in a way consumers couldn't ignore. 

Strategy 

Luxury communications often rely on telling audiences that something is exceptional,  but we knew our audience were challenge seekers, they don't just want to witness exceptional things, they want to discover them, experience them, and share them.  

Our task was therefore not to communicate "Beyond" through words. It was to make people experience it. If Glenfiddich and Aston Martin F1 are united by a relentless obsession with detail, then our activation should invite audiences to look closer.  To move beyond what they expect, and to find something extraordinary hidden in plain sight.    

So, we took an Aston Martin F1 car, one of the most instantly recognisable symbols of precision and performance and placed it somewhere nobody would expect to find it. Inside a Glenfiddich bottle. 

Execution 

 Bringing together the worlds of whisky and Formula One required precision at every stage. Working with our partners at dentsu OOH and Ambient, we sourced one of the UK's only specialist mould-printing companies capable of creating a bespoke bottle large enough to house a replica Aston Martin F1 car.  Launched at King's Cross Station on 21 October, the installation invited consumers to experience the partnership first-hand through whisky tastings and brand ambassadors sharing the story behind the new single malt. 

Social media amplified the moment, using behind-the-scenes to build content to generate anticipation, and extend reach long after the event.  Far from a one-off stunt, the installation has been designed as a long-term brand asset, with planned appearances at the Goodwood Festival of Speed and the British Grand Prix before returning to its home at the distillery.