Longmorn
Patience Makes Perfect
Insight
The previous year, we created an entirely new brand eco-system to relaunch Longmorn and reach a more modern, younger luxury consumer. This year, we needed to dig even deeper into the brand’s uniquely enduring obsession with quality and unmatched pride in process to create educational assets for the Chinese market based on six key pillars. Longmorn is objectively one of the highest quality single malts in the world. Last year was about establishing that face, This year was about cementing that status.
Challenge
To put it bluntly, educational assets on the intricacies of whisky production could be a little dry (even though one of the pillars was water). Some of the more modernised elements of the process could also come across cold and mechanical, which would have been at odds with the ethereal, dreamlike, aspirational environment we had already created for the brand. The challenge was to create something that was true to Longmorn’s past, present and future whilst still positioning it as a luxury product. And we had present it all in a way that is both aesthetically beautiful and edifying to the hardcore single malt afficionados as well as newcomers to the whisky world.
Change
The story of Longmorn’s obsession with quality is best told through the people who have and continue to make Longmorn the whisky that it is, from founder John Duff to the current master distiller. We conducted interviews with three experts who know the brand inside and out. We didn’t want to just say that Longmorn obsessed, we wanted to show the people who genuinely are. That nailed our education aspect, but we still had to keep it premium. We created a hero AV and 6 pillar cut-downs featuring our expert insights interspersed with footage in and around the distillery shot in a considered, editorial, documentary-style to show every step of the process in all the beauty that it deserves.
Insight
The previous year, we created an entirely new brand eco-system to relaunch Longmorn and reach a more modern, younger luxury consumer. This year, we needed to dig even deeper into the brand’s uniquely enduring obsession with quality and unmatched pride in process to create educational assets for the Chinese market based on six key pillars. Longmorn is objectively one of the highest quality single malts in the world. Last year was about establishing that face, This year was about cementing that status.
Challenge
To put it bluntly, educational assets on the intricacies of whisky production could be a little dry (even though one of the pillars was water). Some of the more modernised elements of the process could also come across cold and mechanical, which would have been at odds with the ethereal, dreamlike, aspirational environment we had already created for the brand. The challenge was to create something that was true to Longmorn’s past, present and future whilst still positioning it as a luxury product. And we had present it all in a way that is both aesthetically beautiful and edifying to the hardcore single malt afficionados as well as newcomers to the whisky world.
Change
The story of Longmorn’s obsession with quality is best told through the people who have and continue to make Longmorn the whisky that it is, from founder John Duff to the current master distiller. We conducted interviews with three experts who know the brand inside and out. We didn’t want to just say that Longmorn obsessed, we wanted to show the people who genuinely are. That nailed our education aspect, but we still had to keep it premium. We created a hero AV and 6 pillar cut-downs featuring our expert insights interspersed with footage in and around the distillery shot in a considered, editorial, documentary-style to show every step of the process in all the beauty that it deserves.
