Glenmorangie has unveiled “It’s kind of delicious and wonderful” campaign. Shot by celebrated photographer Miles Aldridge, the new advertisement displays the Highland Whisky is a beautiful technicolor world. It was created in partnership with communications agency DDB Paris.
The Glenmorangie “It’s kind of delicious and wonderful” campaign underlines the brand’s wilder side, taking chances with unabashed quirkiness and delivering an attractive cinematic experience. Known for crafting its bold orange Whisky in stills as tall as a giraffe, Aldridge connects the iconic hue with the brand’s idiosyncratic personality.
“We set out to showcase everyday experiences – a trip to the laundromat or a train journey – all made more wonderful, to reflect Glenmorangie’s perspective,” explained Alexander Kalchev, chief creative officer of DDB Paris. “Inspired by the brand’s signature orange colour, we decided to use colour as a metaphor to open up the whisky’s world. And of course, as a master of colour, Miles Aldridge was the obvious talent to bring our vision to life.”
“Throughout the campaign we peppered little Easter eggs, little things to find,” noted Aldridge. “There are anagrams of Glenmorangie, A Ginger Lemon, in the train and, Mango Reeling, as a neon. As well as the anagrams, each of the visuals has the recurring motif of the giraffe. The idea was that these would appear in each of the visuals like little games, almost cameo performances. The amazing thing about this campaign is that it’s so contrary to what we’re used to with whisky campaigns. For Glenmorangie to have the courage to take on this campaign is really refreshing.”
Louise Dennett, global head of brand at Glenmorangie, commented, “We make whisky because we want people to enjoy it. There are many technicalities as to how we make it taste so good. But ultimately, what matters is that our single malt is delicious, and that we open the doors to the wondrous moments you can have with our whisky. Because we think there’s a simple joy in that. Through our collaboration with Miles Aldridge and DDB Paris we have created a visual feast of a campaign. We hope it will welcome more people into our delicious and wonderful world.
“Miles has been a wonderful partner in building our campaign. When you look closely at each scene, there is an extraordinary richness to the storytelling. By considering every aspect, he has helped us create not simply images, but a whole Glenmorangie world, open for all to explore.”
Check out the Glenmorangie “It’s kind of delicious and wonderful” campaign below, and find it on social media and other locations in the coming weeks. The song is “Cold Little Heart” by Michael Kiwanuka.