Glenfiddich - Global Grand Cru Launch
Concept: The Great Black Picnic - Execute a worldwide launch featuring location activations that draw from the origins and heritage of a traditional picnic, with a touch of Champagne, while enhancing the experience with 30 global influencers through an innovative and luxurious reinterpretation of whisky drinking.
Plan: Initially set to occur in Hong Kong, the event was moved to Singapore at the last minute due to protests. Over five full days, we organized 11 live experiences, including a meet & greet at the airport, a cooking class with Chef Alvin Leung, the grand unveiling of the Grand Cru, VIP parties, a super-yacht experience, sandblasting workshops, and a six-course tasting dinner paired with Glenfiddich whiskies. We received the briefing just two weeks before the launch and secured official approval only five days prior to the event.
Outcome: Feedback: "A heartfelt thank you to you and your team for making last week's launch such a tremendous success. Everything was of the highest quality, seamless, and provided a genuine luxury experience. The responses from our guests have been overwhelmingly positive. This was truly the best launch I've participated in. I recognize it wasn't as effortless as it seemed, and your hard work and late nights did not go unnoticed. I just wanted to express my gratitude, as it was deeply appreciated." - David North, Global Head of Brand Advocacy, William Grant & Sons.