No Ordinary Race. No Ordinary Team.
A multifaceted, nationwide campaign to highlight Glenfiddich’s title sponsorship of the Walking With The Wounded South Pole expedition and bring people closer to the team to show their support.
The challenge create an engaging campaign that would serve to support the expedition whilst delivering a strong brand message conveying the ethos of the whisky.
Key to the campaign was imagery that conveyed determination, leadership, teamwork and the freezing conditions that Team Glenfiddich would face in Antarctica. A week long photoshoot on an Icelandic glacier not only provided the perfect image but also the campaign collateral needed to align PR, marketing, digital and social strategies.
In addition to the OOH campaign, a special “Spirit of a Nation” whisky was commissioned. It travel around the country in a cask that was signed with messages of support for the team. The bottled product sold out within minutes with bottle number one taken to the South Pole and later auctioned for the charity.
The campaign across on and off trade featured POS promoting a limited edition team flask created as a gift with bottles of Glenfiddich. A fold out guide on the flask encouraged people to support the team with suggestions for their own challenge.
As a finale to the campaign, digital OOH sites triggered well wishes to the team as they drove on route to the airport and whilst in the departure lounge.
Agency: Captive Minds