In 2023, Highland Park Distillery celebrated its 225th anniversary. The distillery wanted to increase brand awareness and connect with new global audiences to mark this milestone. The challenge was to celebrate the anniversary, create a meaningful connection with new consumers who appreciate whisky but aren't necessarily experts or aficionados, and to increase brand awareness during a pivotal moment for Highland Park.

By adopting a ‘more extra’ approach, we shifted the focus towards a video-first strategy, leveraging popular platforms like Instagram and TikTok to engage with a diverse audience. Our content mix, which includes highlights from retailers, trending pop culture, celebrities, and relatable memes, has delivered exceptional year-on-year results.

The Fairtrade Foundation is known for ensuring farmers get fair pay and upholding fair production practices. However, wider goals like helping farmers become more resilient to climate change are often overlooked.

We were challenged to increase awareness that four streaming services; Sky, BTSport, DAZN and Amazon Prime were streaming the 3 tournaments; UEFA Champions League, UEFA Women’s Champions League and the Premier League from one platform, Amazon FireTV.

With the documentary already available on several other platforms since October last year, coupled with Earth Day becoming an increasingly crowded space, we leveraged the shocking facts and visuals from the documentary to create a timely sense of urgency and intrigue.

The challenge was to bring innovative and fresh social content to mark the 20th birthday of the title whilst engaging with a deeply complex community who are well engrossed in the universe of Gielinor and it’s history.