Responses by Matt Burns, executive creative director and cofounder, Thirst.
Background: Bruichladdich is a progressive whisky distillery not just by the way it looks but also in the way it acts. It’s disruptive. It’s thought-provocative. It creates conversation. It’s not your classic whisky brand. We wanted to capture the hearts and minds of modern whisky drinkers globally by showcasing the irreverent side of Bruichladdich’s personality and turn up in a way that your classic whisky brand wouldn’t dare to.
Design thinking: The world of Scotch whisky is pretty serious. Tales of provenance, lochs and stags that all equate to some sort of status. We asked ourselves: “When was the last time a Scotch whisky brand actually made us smile in the whisky aisle?” By showcasing the idea of “more than meets the eye” in a not-so-classic sense, we highlighted the progressive values behind the Bruichladdich brand in a way that wasn’t navel gazing but rather fun, inviting and irreverent.
Challenges: Humor is always a delicate consideration. We weren’t aiming for LOL funny but a thought-provoking smile. The tone and clarity of the “humor” within the photography was super important—and this is what photographer Justin Bettman absolutely nailed. From casting to set design to the final product, working with Justin couldn’t have been a better match.
Favorite details: With Bruichladdich’s main product being “The Classic Laddie”—which, as a super progressive single malt whisky, isn’t anything like your classic Scotch whiskies—the tagline Not Your Classic as the campaign’s core idea just couldn’t be more perfect. It also created a tangible platform for us to continuously ideate against.
New lessons: The power of a perfectly selected partner such as Justin. Being able to hit the tone, personality and humor of the brand in a way that translates globally is priceless.
Browse Projects
