NOT EVERYONE WAS INVITED
THE CHALLENGE: Launch Glenfiddich Original in a market saturated with media events no one wants to attend.
THE INSIGHT: In a world of endless invitations, no one feels chosen anymore. And when you don’t feel chosen… you don’t show up.
THE TENSION: Media are treated like numbers. Glenfiddich is built on family.
THE IDEA:Not Everyone Was Invited - Instead of hosting another launch,
we created something far rarer: a sense of belonging.
THE APPROACH : We built the Extended Family.
A three-part content series profiling real families who embody Glenfiddich’s values of tradition, craft, and authenticity. Then, we invited a select group of media — not to an event —but to join the family.
An intimate, family-style dinner. Hosted in a local pub owned by one of the featured families.
No stage. No speeches. No press kits. Just stories, shared meals, and genuine connection.
Guests weren’t presented to. They were welcomed in.
Three unique stories to honour the release of the Original
Campaign hosted on global website/plattform
The Original Grant was a search for three Original small businesses to win a business grant to help establish themselves.
Profile of each finalist would allow a winner to be determined through social polling and sharing.
