Bowmore are one of the world’s oldest Scotch whisky brands, with an enviable heritage of producing some of the most treasured drams. Located on Islay, they were the first distillery to open on the island – producing it’s characteristic smoky, sea-salt and tropical fruits tasting whisky since 1779.

Historically, the brand was always seen as a premium Scotch whisky. However the time had come strategically for Bowmore to pivot into the Ultra Luxury sector – targeting the fast-growing, high-net worth audience in APAC. To achieve this, an overhaul of the master brand would be needed – elevating Bowmore both tonally and visually.

Departing from the heritage-driven narrative of before, a new, more aspirational brand platform was developed – ‘The Art of Time’. Focussing on the theme of time, the campaign illustrated its mysterious power in shaping something precious into something beautiful. The rugged coastal landscape and oceanic climate help to define the characteristic of the whisky. The name ‘Bowmore’ roughly translates as ‘black sunken rock’ in old Norse – both characteristics that acted as the inspiration for the campaign creative direction.

The campaign was then further developed into a TVC, building on the sensory nature of the distillery’s location. The TVC aired across a range of UK on-demand channels and Swedish broadcast channels.

Identity, design system and brand guidelines
Campaign concepts
Art Direction
TVC concept
Script writing
Environmental

Agency — Good
Role — Design Director
Film and production – Oldie
Bottle renders – Where Giants Roam
Music – Golden Hum
Sound design – Chris Banks
Mastered @ Abbey Road Studios
© Good