/ Campari
/ Glen Grant | Arboralis
We worked with Campari to create a series of social videos that would launch their new Whisky, Arboralis, for the ANZ market. Using existing footage of the master distiller and distillery, combined with shot footage of the brand-new packaging, we created several 15s and 6s films for Arboralis, 10-year-old and 12-year-old. The films invite consumers to 'discover the golden elegance in every sip' of the new whisky, brought to them from the world's most awarded single malt whisky brand, The Glen Grant.
Comms Strategy: Simon Massey, Creative Lead: Lloyd Daniel, Editor: Simon Jefferis, Producer: Amy Coomber, Account Director: Anna Jackson (Download factsheet)
/ Forager
We worked with Forty Creek team at Campari to for over two years to create the world’s first Botanical Whisky. From coming up with the NPD concept and creating the positioning, to designing the packaging and the brand world for comms.
Founder, Brand Strategy: Simon Massey, Executive Strategy Director: Andy Colyer, Designer: Ross Hanson,
Described as a “category-defying innovation”, The Forager Botanical Whisky was created to “reflect the natural elements of Canada’s untamed wilderness”.
“With the launch of The Forager, Forty Creek is excited to once again demonstrate its commitment to innovation in the Canadian whisky category,” said Chris Staresinic, vice president of marketing, Campari Group Canada.
“Innovation and sustainability are key pillars of our company, and we are excited to share this spirit with Canadians.”
Created by Forty Creek master blender Bill Ashburn, the whisky pays homage to the Ontario-based distillery’s history of producing eau-de-vie.
“This definitely isn’t your typical Canadian whisky,” said Ashburn. “In fact, it’s unlike anything I’ve ever created. As a whisky-maker, that’s always exciting, knowing you have the chance to explore new territory and push the boundaries of what a Canadian whisky can be.”
The Forager is made from a “light, fresh” Canadian whisky that is aged initially for three years. Prior to additional aging, select botanicals are steeped in the liquid to create a botanical-infused spirit that offers “subtle yet distinct and fresh notes”.
The botanicals used have been handpicked by professional foragers who practice sustainable harvesting methods, Forty Creek said. Sourced from across eastern Canada, the botanicals include juniper berries, labrador tea, spruce tips, mugwort and sweet fern.
The Canadian whisky has a light amber colour and a “complex medley of flavours, such as herbal tea and a “long, peppery finish”. On the nose, the aroma brings fresh cut pine, along with a hint of candied citrus.
Described as “light yet complex”, the bottling is said to be a substitute for full-flavoured gin. The whisky is recommended served over ice with tonic water and a lemon slice.