Break Tradition and Knock Walls Down with This Glenlivet Campaign

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The whisky company fights stereotypes in their new campaign
Break Tradition and Knock Walls Down with This Glenlivet Campaign
The Glenlivet – Pernod Ricard’s flagship single malt Scotch whisky – today unveils a bold campaign from Crispin Porter Bogusky London as the brand looks to open up the single malt category to a new generation. The work, which will run on TV, digital, OOH and print, is the first brand campaign since CPB won the business in a competitive pitch earlier this year. Social and digital campaign amplification was handled by Media Monks. 

At the heart of the campaign is an epic film that takes us on a journey of The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. As we travel from one era in recent history to the next, we watch as each protagonist breaks with a whisky-related convention of the time. Tradition upended, they then literally demolish the walls of the set and a new scene and era is revealed into which the lead boldly steps.


Launching the brand’s ‘Original By Tradition’ positioning, the spot pays homage to The Glenlivet’s tradition of breaking with tradition, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate. Dave Day, ECD at CPB London commented: “The single malt whisky category looked very same same; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category.”
 
Miriam Eceolaza, director of The Glenlivet commented: “Our new campaign celebrates our pioneering heritage, and shows that we will never be held back by limiting preconceptions of single malt Scotch - we will continue to push boundaries and embrace the original thinking of our founder, George Smith. Our latest innovation, The Glenlivet Capsule Collection, proved that there is an appetite for true innovation in Scotch and we want to embrace this to continue to open up the category to the future.”
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Client

Client: The Glenlivet

Campaign Name: Original By Tradition

Marketing Director: Miriam Eceoloza

Marketing Manager: Naomi Rees

Brand Manager: Margaux Barbe

Assistant Brand Manager: Helen Feighan


Editing House: Cut & Run

Editor: Sam Bould

Sound Design: Wave

Sound Designer: Jack Sedgewick

Post-Production: Black Kite

VFX Lead: Guillaume Weiss

Producer: Amy Richardson

Colourist: George K

Creative

Creative Agency: Crispin Porter Bogusky London

Executive Creative Director: Dave Day

Head of Strategy: David Proudlock

Head of Design: June Frangue

Managing Director: Helen James

Business Lead: Mark Boyd

Account Manager: Tiffany Beard

Head of Production: Marcus Eley

Production

Production Company: Prettybird

Director: Tom Noakes

Producer: Hannah Cooper

DOP: James Brown

Editing

Categories: Spirits, Alcoholic Beverages

PRETTYBIRD UK, 7 months ago