Following a call for tender, Clan Campbell entrusts Publicis Conseil with its first international advertising campaign.
This partnership represents a key step in the agency’s growth strategy, marking its entry into the spirits category.
Clan Campbell unveils its first international communications campaign, reinventing the brand’s historic codes with a touch of Scottish humor while preserving its iconic DNA. Already the second-largest Scotch Whisky brand in France, Clan Campbell is determined to conquer new markets in Europe by celebrating its Scottish roots.
Clan Campbell values at the heart of the strategy.
This campaign builds on Clan Campbell’s core values, highlighting the brand’s region of origin, Scotland, while capitalizing on its distinctive graphic DNA, enhanced by a touch of modernity and humor.
Authenticity and Fraternity redefine the brand’s codes for a new generation of whisky drinkers.
BAFTA award-winning Australian director Stefan Hunt has created two black & white films for Clan Campbell under the Quad Production banner. The first, rooted in the Scottish terroir, highlights the authentic craftsmanship behind Clan Campbell, from the selection of natural raw materials, to its double distillation and aging in oak casks. The second film highlights moments of fraternity, while playing with offbeat staging. The scenes, subtly punctuated by ingenious match-cuts, juggle offbeat wit and realism. This contrast lends a new artistic and emotional depth to the world of Clan Campbell, while setting it apart from other communications in the whisky sector.
As for the visuals, Julien Mignot, a photographer renowned for his quasi-documentary work, combined the brand’s iconographic heritage with the modern essence of the clan in his on-the-spot shots. His approach brings a raw authenticity and visual accuracy that also reinforces the brand’s identity.
Media plan
This new campaign is being rolled out through an ambitious, multi-channel media plan in Europe:
- 8 visuals will be distributed on various print and digital display medium, such as social media and at the point of sale.
- 2 films in several formats for broadcast on TV and digitally on YouTube, Facebook and Instagram.
This media plan aims to establish the brand and its positioning in new markets.
