The campaign cornerstone is a 90-second hero film, which brings to life the message Make The Call, created to illustrate the philosophy of The Macallan. According to Edrington, Make The Call “delivers a powerful statement of encouragement and confidence for those brave enough to spot the risks worth taking and follow them through to success.”
The scotch company says this is exemplified with the brand’s his tory of making big decisions, from its commitment to using exception-al oak casks to the creation of the innovative new Distillery and Visitor Experience.
Targeting key markets including the USA, Mexico, Taiwan, China and UK, the brand-focused campaign combines visual effects and CGI on the portrayal of a man yearning to achieve great things, making a bold decision which ultimately leads to a more fulfilling life.
In travel retail, Make the Call made its OOH debut at Dubai International Airport in December. Throughout the highest passenger traffic month of the year, the new campaign was displayed across JC Decaux’s High Profile Digital Signage platform in Terminals 1 and 3. With over 145 HD screens across three concourses the campaign was seen by an estimated 5.1 million passengers.
Suzy Smith, Managing Director, Edrington Global Travel Retail commented: “Travel retail is a strategically important channel for engaging with consumers so it is fitting that our new campaign has made its OOH debut at Dubai Airport – an iconic location in global aviation.
We’re confident that this campaign has reached a sizeable audience and played a role in convincing the next generation of The Macallan drinkers to ‘Make The Call’.”
Global creative agency J. Walter Thompson London created the new long-term integrated brand campaign.