In markets where whisky is a relatively new category, we saw an opportunity for leadership. We created a platform that elevated Glenfiddich above and beyond the sea of same whisky brands and communications.
‘Challengers Welcome’ spoke to the brand’s restless desire to stay ahead of the competition through constant innovation, which has led to their status of being ‘The World’s Most Awarded Single Malt Scotch Whisky’. It also acted as a sharp call to action for consumers to raise their game. Unlike the suited and booted go-getters who usually appear in whisky advertising, we understood our audience identify with a different philosophy; that to get to the top you have to constantly better yourself in order to stay ahead.
When you’re at the top, the only competition is yourself – challengers are welcome.
Our film, ‘The Diver’, looked to challenge the aesthetic norm of whisky advertising in emerging whisky markets as well as their dominant themes of successful businessmen and images of wealth. Instead of entering the sea of same, we created a visually striking piece of communications with genuine stand out and distinctiveness.
The film follows a freediver clearly at the top of his game, in his attempt to beat his own world record. He manages to push himself further and further, deeper into the unknown, beyond what was thought humanly possible and giving the viewer an insight into the mind of a challenger. When the character has seemingly already reached his limit, he spectacularly swan dives deeper into the deep dark hole to experience an alien underwater world with sharks and magically surreal, beautiful bioluminescent creatures. The voiceover follows the freediver’s internal monologue of his pursuit to be the best, before the heart stopping climax of his rush to the surface. Ending with the call to action ‘Challengers Welcome’ Glenfiddich reiterates the diver’s status as the best.
The campaign is live on TV in India and South Africa and includes 60” & 30”versions and a 20” edit specifically for Instagram and Facebook, with a supporting series of shorts and GIFs.