Glenfiddich: Where Next

Glenfiddich has launched a global campaign to introduce their new brand idea called “Where Next?”. The campaign which goes live today features a new film the ‘Stag’ and accompanying social, digital, OOH and print advertising. The idea and campaign communicates the uncertain and challenging journey of growth and reimagines the brand’s stag icon as a symbol of this. The work has been created by London based creative agency Space and sees Glenfiddich unite all markets and communications behind the new idea, which aims to grow top of mind awareness and market share in an increasingly competitive and growing category. Key to success is aligning with an entrepreneurial target audience looking for opportunities for personal growth in an incredibly uncertain world. Glenfiddich has a history of growth by continually challenging itself to break new ground, setting paths that others follow and always asking “Where Next?. It is this ethos that drives its reputation as the world’s most awarded Single Malt Scotch Whisky. Space’s global campaign captures this essence with a film that explores the story of the brand’s well-known icon – the royal stag. Every year a stag loses its antlers, leaving it potentially vulnerable. But every year the antlers return, stronger than before. This natural cycle is a beautifully apt metaphor for the continual need for the brand – for everyone – to let down its armour and embrace risk in order to grow stronger, and constantly achieve. The 30-second film opens in documentary style, the stag in its natural Highland habitat, telling us that every year it sheds its antlers, and during this time it faces uncertainty. In its newly exposed state, it ventures into a threatening and unknown cityscape. For the stag it is fraught with danger, but we are told that only by embracing the unknown can it grow stronger. The stag returns to its mountain top with a new set of antlers, to the closing words that ‘reaching the top is just the beginning’, inspiring us all to step out of our comfort zone and ask ourselves, Where Next?