Our brief was to launch Benriach whisky to a global audience. What makes Benriach special is its cask maturation process. Most Whiskies are matured in oak casks that used to contain sherry or bourbon. But Benriach uses a wide range of casks from all over the world – Marsala wine from Italy, Port from Portugal, Rum from Jamaica, as well as Bourbon from the USA and Sherry from Spain. The Master Blender defines it as: “A rich, multi-layered character”. This is also the way our audience describes themselves. Their mantra is: ‘WE ARE A SUM OF OUR EXPERIENCES…Who we are today is a reflection of the knowledge, experiences and treasures we collect throughout our lives. The more eclectic and diverse these experiences, the more multi-layered and intriguing we become.” So, we created a ‘beautiful deconstruction’ of all the rich and diverse experiences that have gone into making Benriach what it is: A WORLD OF FLAVOUR. Working with Jonathan Knowles, one of the world’s most awarded photographers, we set about creating a campaign that looked like no other in the whisky world.