The Client
The Macallan was one of the first distillers in Scotland to be legally licensed. Since then they have built a reputation as one of the world’s leading single malt whiskies. The creation of The Macallan draws on the vital contributing influences of Spain, North America and Scotland - and of their respective natural raw materials, combined with traditional methods and craftsmanship.
The Challenge
The Macallan, like many of its single malt whisky peers was a success amongst a certain middle aged male whisky drinker, one who the marketing clichés (“heather, weather and leather”) appealed to. The Macallan wanted to expand their audience to become a more compelling brand for people around 35 years old, urban, and in the top 25% of earners - 'entrepreneurial go getters with a taste for luxury'. Citizen Relations, The Macallan's PR Agency, called upon Preen to bring to life these films and help appeal to this new audience.
The Solution
Nothing beats story when it comes to creating an affinity with a brand and we worked closely with the team at Citizen Relations to harness the stories of aspirational individuals, Dylan Jones, Editor of GQ, Mark Hogarth, Creative Director or Harris Tweed and restaurateurs, The Roca Brothers and Ollie and Oskar from HIDE. The team travelled to our contributors in Glasgow, London and Verona to capture their intimate interviews and supporting footage. Ensuring the films had a premium feel to them to reflect The Macallan brand was essential and the decisions we made with lighting style, framing and cinematic aspect ratio all contributed to maintaining a feeling of luxury and high standard.
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