The Glenrothes is an ultra-luxury house of rare, aged single malt whiskys. Self-described as having an ‘elemental obsession with quality’, The Glenrothes is crafted by a small community of artisans in the heart of Speyside, Scotland.

Their next release, The 42, had a somewhat unusual age – demanding a different approach to their packaging and launch campaign. Taking the approved packaging design, the concept had to be broadened to work across a number of campaign deliverables – from launch experiential and GTR, social content, through to a campaign toolkit giving guidance on global execution.

Inspired by the brand platform, ‘Look Beyond’ and The 42’s unconventional age statement, the campaign’s concept explored the notion of the ‘perfect moment’. Having the patience and mastery to nurture a colourful masterpiece – and knowing when to bottle it.

The packaging design drew inspiration from the colour and topography of the highland estate that surrounds the distillery – at an elemental level. This in-turn acted as the starting point for the campaign concept, bringing colour to life in the perfect moment.

Much like the age statement, the creative concept needed to shift away from the usual whisky tropes. A language platform was developed for the campaign, based around ‘An unconventional Masterpiece’. Using generative CGI particle simulations, a series of moving and still digital artworks were created – capturing the essence of the distillery and landscapes that inspired The Glenrothes 42.

A product film brought the story of The 42 to life, used as a key global launch asset.

Language platform
Campaign concepts
Art direction

Agency — Good
Role — Design Director
Bottle renders and particle simulations – Brez
© Good