A unifying global platform idea for Glenfiddich.

Since 1886, Glenfiddich have challenged convention to break new ground and establish new practices in single malt whisky that others now follow.

In research interviews with “Mavericks” (the brand’s 1% target) around the world to uncover what drives them, in the USA, Taiwan and South Africa a universal insight emerged that formed the strategic thought; growth comes from taking risks. This mindset helped align brand and audience and formed the basis of the creative idea: Where Next?

We made the brand’s stag icon a symbol of this, turning the annual loss of its antlers into a story of embracing the unknown. The film spearheaded a global campaign to land the idea and drive memorability. It included social, digital, OOH and print.

The campaign was directed by Philippe Andre and shot by Dan Burns Forte.