Glenfiddich: Where Next?

The iconic single malt Scotch whisky brand, Glenfiddich has launched its most significant UK marketing push to date. Delivered by creative agency Space, the campaign consists of a fully integrated 360 drive across TV, print, OOH, cinema and social media, alongside a hero 4D activation that will be live across London's world-famous Piccadilly Circus from 15th November. The campaign titled 'Where Next?' communicates the uncertain and challenging journey of growth and reimagines the brand's stag icon as a symbol of this.
Agency: Space, London

Designed to drive salience and reinforce its luxury premium offering, comms will also focus on showcasing the range of whiskies available over the festive season. The high-profile OOH campaign is going live across London, Edinburgh and Glasgow from the 15th November, with two hero activations running across Piccadilly Lights and Redchurch Street, Shoreditch. Situated in the heart of London’s West End, the world-famous Piccadilly Lights will be the pinnacle of the campaign. The site has recently been upgraded to a single 783.5m2 screen with a resolution 1.4x greater than 4K – making it the largest advertising display in Europe. For Glenfiddich, their hero Stag Icon will embody the apex of this OOH technology. Emblazoned across a full domination of the site - made up from 40" 4D takeover plus full branding on the patchwork screen - the story of The Stag and his journey to strength will unfold. In the regal pose of Glenfiddich, The Stag makes eye contact with the audience and climaxes with a leap from the screen in a dramatic display of 4D innovation. Across town, a colossal mural will be composed on Redchurch Street, Shoreditch. The mural also features The Stag icon, including 3D antlers that stand proud above the wall itself, creating an unmissable effect. Alongside the artwork, fly posters will make up the bottom of the creative. Posters will feature a QR code that can be used to redeem a free drink at legendary cocktail bar, Callooh Callay. The campaign also features multiple high-impact, London-centric dominations featuring a number of high-profile sides across Euston, Cromination and office screens across key commuter hotspots.