The Glenlivet
The Importance of THE

Art Director
2018

To attract new consumers, rather than focus on distant achievement or the small details of craft and heritage, we elevated the status of The Glenlivet – widely recognized as the definitive single malt whisky –  to the celebration of the definitive experiences that make our lives truly rich.

Following up on our brand repositioning campaign, which connected The Glenlivet to the timeless human aspiration for unforgettable experiences, we produced a film to answer the question: what does it mean to be THE whisky?