Activating Where Next in the US.

An OOH and print campaign centred on five major US cities that aimed to challenge prevalent views of wealth portrayed in media and culture.

Iconic outdoor sites such as Times Square featured alongside Forbes, Conde Nast and Modern Luxury as well as digital and social media placements.

Led by pioneering research by If-Then digital and its study entitled, “Professional Success in America: Personal Priorities and Social Misunderstanding”, which found that conventional success is closer to mythology than fact, and sharpened by a return to post-pandemic work, this campaign took a new position for the brand. That the ‘wealthiest’ of us are the ones who have reset values and priorities.

The creative treatment questions what success means, and included headlines such as “Title or Respect?” and “Assets or Appreciation?”.

It continued to feature the Glenfiddich brand icon to drive consumer recognition and memorability.