William Grant & Sons new Where Next? global campaign will be across TV and film, out-of-home, print, digital and social media – initially across India, China, Australia, Taiwan, Korea, and the US, before launching in Europe and the UK in the first quarter of 2021.
It features The Stag film, which explores the story behind the brand’s royal stag icon.
The film follows a stag as it loses its antlers and is left vulnerable while awaiting their regrowth. The annual process for stags sees the antlers return stronger than before, a natural cycle that the brand says highlights the need to ’embrace risk in order to grow stronger’. Claudia Falcone, Glenfiddich global brand director at William Grant & Sons, said, “The idea is about challenging yourself. It’s incredibly important not to rest on your achievements and to always look to what comes next, a way of thinking driven our brand’s success. That’s the idea behind this campaign – that a stag is proud and masterful but must embrace his own vulnerability with the annual loss of its antlers before it grows stronger still.”
