Glenmorangie enlisted us to create a set of experiential guidelines for the global launch of their new whisky, “A Tale of Tokyo,” which drew inspiration from the bustling city and the rare Mizunara oak. The challenge was to develop these guidelines in a way that could be adapted to various event scales and locations around the world, while preserving the whisky’s premium narrative. Following this, we were tasked with bringing the campaign to life through a high-profile launch event in London.

We crafted detailed event guidelines that allowed Glenmorangie’s global partners to recreate the essence of Tokyo’s vibrant energy, whether through intimate tastings or large-scale activations. Inspired by Akira Yamaguchi’s artwork, the guidelines transported guests into the immersive world of Dr Bill Lumsden’s journey to find the Mizunara oak. For the London launch, we drew from both the gold and silver tiers of the guidelines to produce a bespoke event that immersed attendees in Glenmorangie’s storytelling and craftsmanship.

The worldwide event guidelines were successfully implemented, providing consistent, high-quality experiences at Glenmorangie’s launches across different markets. The London campaign launch was a particular highlight, captivating guests with its playful yet sophisticated execution and further solidifying Glenmorangie’s reputation as a whisky brand rooted in rich storytelling and innovation.