Brief
To plan and manage a series of branded videos, leveraging the whisky brand’s association with The Open Championship with a celebrity endorsement.
Delivery
We secured the services of British golf legend Tony Jacklin CBE at a very favourable rate. Our creative team then worked with both the brand and the Championship to develop a range of themes for the videos, centring on Glenmorangie’s ‘Unnecessarily Well-made’ strapline. We researched suitable filming locations, settling upon the famous Concession golf course in the US, and sourced further golf personalities, Justin Rose and Sir Nick Faldo, plus world-renowned golf photographer David Cannon, to work on the short films. We produced stylish videos in which Tony discussed with the other talent ideas, such as ‘Unnecessarily Well-made Golf Courses’ and ‘Unnecessarily Well-made Moments’. The films are shown in the brand’s tented village at The Open, and are regularly used by Glenmorangie in their corporate hospitality and activation around other golf tournaments.
Outcome
Glenmorangie benefitted from this successful and ongoing video initiative, now in its fourth year, through a raised profile among their golfing target audience and successful positioning of the brand as the recognisable ‘Spirit of The Open Golf Championship’.
