Single malt Scotch whisky brand Glenfiddich is aiming to stand out from the crowd – literally – with a new multichannel campaign which features a “4D” digital outdoor creative that will be live across London’s Piccadilly Circus from this week.
The “Where Next?” campaign, devised by agency Space, also includes TV, print, cinema and social media. It is designed to communicate the uncertain and challenging journey of growth and reimagines the brand’s Stag icon as a symbol of this; communications will also focus on showcasing the range of whiskies available over the festive season.
The high-profile OOH campaign is going live across London, Edinburgh and Glasgow from today (November 15) with two activations running across Piccadilly Lights – the largest advertising display in Europe – and Redchurch Street, Shoreditch.
The William Grant & Sons brand’s Stag will be emblazoned across a full domination of the site. Made up from 40″ 4D takeover plus full branding on the patchwork screen, the story of the Stag and his journey to strength will unfold. In the regal pose, the Stag makes eye contact with the audience and leaps from the screen in a display of 4D innovation.
Across town, a mural will be composed on Redchurch Street, Shoreditch. The mural also features the Stag, including 3D antlers that stand above the wall itself. Alongside the artwork, fly posters will make up the bottom of the creative. Posters will feature a QR code that can be used to redeem a free drink at cocktail bar Callooh Callay.
The campaign also features multiple London-centric executions, featuring a number of high-profile sites across Euston, Cromination and office screens across key commuter hotspots.
Additionally, digital six-sheets will appear across Edinburgh and Glasgow sites.
The OOH activity is part of a wider media strategy for Glenfiddich that has been developed by Space across the UK. Across each channel, the full story of the Glenfiddich brand will be revealed, in a move aimed at strengthening the association between the whisky and the Stag.
The campaign also celebrates the complete whisky range – from the 12-year-old variety to the premium Grand Cru and smoky and sweet Fire & Cane.
Media planning and buying has been handled by Dentsu X.
Glenfiddich senior brand manager Freddie Vereker said: “We know our audience appreciates our maverick spirit, and our belief that sometimes you must let your guard down in order to grow. This festive season we’re proudly sharing this message with more people than ever before. Space has always communicated our brand values perfectly, and we’re pleased to have worked closely with the team to go bigger and bolder.”
This drive is the latest in Space’s six-year relationship developing global brand communications for Glenfiddich, including the Experimental Series and the 2018 Challengers Welcome campaign in emerging markets.
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