Hey!
0%
Maker’s Mark wanted to create a global travel retail concept for their Wood Finishing Series.
A premium expression of limited single cask releases with flavours inspired by four of the brand’s most important tastemaker cities: New York, Singapore, Frankfurt and Sydney.
We got to work, developing language and selling stories that could be adapted to each of these key locations. We positioned the special editions as true distillations of the spirit of these cities.
The whiskies were finished with a unique selection of 10 staves, we re-imagined these as famous landmarks, imparting the flavours of their home city.
We crafted a flexible identity system that could easily be adapted to each city. We also developed displays, gifting and sampling experiences which could be layered throughout the environments.
This was all wrapped up in a detailed playbook, ensuring consistency as the campaign was rolled out globally.
To launch the campaign, we developed a full-scale experiential design for a pop-up at JFK. We created a detailed customer journey, including sampling and gifting concepts.
Our pixel-perfect 3D designs brought our creative thinking and assets together in as seamless experience. We created detailed drawings helping ensure a flawless execution by the local production agency.
The pop-up launched with a splash over the busy festive season, driving sales and awareness.
Both local and global teams were delighted with our creative. The campaign has now been successfully rolled out across the globe with glowing features in industry press.
Client: Maker’s Mark | Agency: Wonderworks Communications