The Finishing Touch
Finished in casks that once contained their own premium Caribbean rum, we wanted to do something a little more maverick when it came to launching Glenfiddich’s unique 21 Year Old Reserva Rum Cask Finish expression. So, collaborating with brilliant people from sound and science, we turned to the world of Cymatics to bring the whisky to life.
“Raised in Scotland, Roused by the Caribbean”
We wanted to show that it’s the rum finish that sets this award winning whisky apart from all the others, but also, not ignore its Scottish heritage and ‘Maverick’ brand positioning. It had to be spectacular. We developed the perfect proposition for the liquid with “Raised in Scotland, Roused by the Caribbean”. The next step was to create something that was as unique as the whisky to tell the story the Caribbean has on the 21 Year Old Reserva Rum Cask Finish expression.
We collaborated with a team of mavericks
To demonstrate the Scottish heritage of the whisky, we chose the perfect song ‘Love Illumination’ by the Scottish band Franz Ferdinand and had it commissioned and re-arranged by the Music Co-OPERAtive Scotland orchestra. Caribbean vocal artist Calma Carmona then joined them to sing the song in her own unique style. Accompanying this, to dramatise the ‘Rousing’ part, we used the science of Cymatics. As the music and vocals played, the sound waves passed through the liquid in a number of different ways to provide the perfect metaphor of bringing the whisky to life in a dramatic way.
Within three weeks of launch, the film has reached over 8 Million combined views on YouTube, Facebook and Twitter. Beyond social channels, it’s picked up incredible buzz including a retweet from Scottish actor Sam Heughan, coverage on Mashable and The Daily Mail, and coverage from influential whisky bloggers like Great Drams.