The Glen Grant — The Splendours Collection

— Services

Campaign
Video Production
Social Media
Content Strategy
Content Production
Events
Brand Experience
Design
Public Relations

— Collaborations

Design Bridge + Partners
Random International
The Upper House Hong Kong
PIG
Pen and Paper

The Glen Grant 65-Year-Old

Building a memorable, global creative campaign to launch The Glen Grant’s Splendours Collection

To mark the debut of the Splendours Collection 65-Year-Old, we partnered with renowned artist group Random International to create ‘Seasons’, a live, performative art experience inspired by the infinite cycles of nature in the distillery’s Garden of Splendours and the unique design of the 65-Year-Old decanter.

The activation spanned four days, captivating high-net-worth individuals, global media, cultural tastemakers, local trade and the public.

The Challenge

Develop a memorable, global creative campaign to launch the 65-Year-Old, the first release in the Splendours Collection, and establish The Glen Grant as a credible premium single malt, thereby increasing awareness among luxury audiences.

Launched in Hong Kong during Art Basel, the 360 campaign brought together luxury, art, and innovation on a global stage.

The ‘Seasons’ art performance was hosted at luxury hotel, the Upper House, and executed by post-digital art group Random International utilising Pixelography. This proprietary process transforms endlessly reproducible digital source data into hand-painted art pieces, created live.

Over the course of four days, we hosted unrepeatable art exhibitions, each focused on creating pixelography pieces of a particular season, resulting in 65 unique works of art in honour of the 65-Year-Old.

Throughout each event, guests could witness the art performance, sip on whisky and admire the masterpiece that is The Glen Grant 65-year-Old in its handcrafted decanter.

Premium filming and content creation throughout the experience then captured the splendour of the campaign, building an elevated asset library for the brand and showcasing the activities and brand world to a global audience on social.

To amplify campaign activities and messaging, The Glen Grant delivered a multi-tiered press strategy through immersive storytelling and curated luxury experiences. We hosted a global press trip, which embodied our strategy of “Take The Scenic Route”. For four days, top journalists at titles such as GQ, Tatler, The Telegraph and more.