The brand asked us to create a campaign around Highland Parks whisky making process. They wanted consumers to see how dedicated they are to craft, process and perfection. It was key that the idea and roll out appealed to their adventure seeking’ target market.
Taking inspiration from the synchronicity between music and whisky, we linked THE MASTER WHISKY MAKER’S PROCESS TO THAT OF MUSIC PRODUCERS. ‘FULL VOLUME’ CELEBRATES THE DELICATE BALANCE AND ATTENTION TO DETAIL THAT IS REQUIRED IN CRAFTING BOTH WHISKY AND MUSIC.
Inspired by classic guitar amplifiers we designed tHE ENTIRE OUTER PACKAGING to look like a STACK AMP.
We wanted every aspect of the pack to speak to balance and craft so we placed dials on the side panel to indicate the different measures of Bourbon, peat, vanilla and fruit flavours.
SETTING OUT TO MAKE THE PACKAGING AS SCULPTURAL AND AUTHENTICALLY ROCK AND ROLL AS POSSIBLE, WE EMBOSSED THE DIALS, ADDED INPUT AND OUT PUT JACKS AND METICULOUSLY CREATED A METAL LOOK FACE PLATE USING MATT FOIL FINISHES.
THE FIRST ONE THOUSAND BOTTLES WERE RELEASED WITH A SEVEN-INCH VINYL, FEATURING a BESPOKE SOUNDTRACK CREATED BY RENOWNED PRODUCER SAUL DAVIS.
As part of the roll out we created imagery showcasing the bottle in a live music and stadium setting. This was used across markets to bring the campaign idea to life.
