Glenmorangie Is Inviting the World to Enter Its Universe (Again)

In 2020, Glenmorangie Highland single malt Scotch whisky welcomed the world with a colourful brand campaign, created by advertising agency DDB Paris and shot by celebrated photographer Miles Aldridge. After a big screen debut with a DOOH on Times Square in NYC, Piccadilly Circus screenwall in London and in other big cities all around the world, Glenmorangie decided to extend the campaign with six new scenes, from November 3rd, 2022. Created by the very same team, the campaign will keep its tagline “It’s kind of delicious and wonderful”, as an invitation to explore new corners of Glenmorangie’s world.

"The campaign won hearts and minds around the globe and was described as “a delightfully unexpected technicolour dream,” Caspar Macrae, Glenmorangie global marketing and business director said. “We’re so delighted with the impact of the campaign so far, and how wonderfully it has reflected our brand and our whisky, that we wanted to extend it further for drinkers to enjoy. With these new scenes, we’re inviting the viewer to step even deeper into the world of Glenmorangie, where everything is ‘kind of delicious and wonderful’.”

From a hot-air-balloon ride with friends to a visit to a barber shop or a trip to the fortune teller, each of the new scenes showcases a moment of delight, seen through Glenmorangie’s technicolour lens. In a world where whisky brands are mostly perceived as dusty and boring, this advertising campaign wants to show unexpected consumption moments while including drinks either neat, over ice or in different cocktails, to show the products’ versatility. 

Alexander Kalchev, chief creative officer at DDB Paris, said: “The campaign is a celebration of moments of life, simple but meaningful things like spending time with friends, travelling or treating ourselves. We always looked for ways to elevate these moments by adding unexpected details. Working with Miles brought incredible richness and attention to detail to our little stories, and we're so thrilled about continuing our collaboration.” 

Aldridge made it his mission to further elevate each occasion into a more wondrous version of itself, increasing his focus on the moving image, using larger sets and adding playful, visual nods to Glenmorangie’s brand symbol, the giraffe, and anagrams of its name. He said: “Ambition really flexed its muscles through every concept. We were able to expand and think big and supersize everything. For example, the greenhouse scene, began with just a woman in a greenhouse. But then, it became interesting to me that she would have a greenhouse so big, it would have two floors and that she would need to ascend stairs to reach a gigantic plant creation. The use of visual clues to the brand: giraffes... anagrams... is far wilder and bolder. I genuinely don't think consumers will have seen anything like this campaign before. It works in such an original way.” Like their predecessors, the new scenes are rooted in the brand’s bold orange hue, and saturated with colour, a realm in which Aldridge is admired worldwide.

Starting November 3rd 2022, the six new scenes of the campaign will live worldwide in stills and video formats, in digital, retail, OOH, with potential appearances on TV and cinema.