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Ardbeg - Follow your nose
All these words for Ardbeg Single Malt
Whisky (owned by Glenmorangie plc) won
the UK Gold for copy in 2001. The campaign has 10 national and international awards for creative effectiveness.
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Judges' Comments
Extracts from the Royal Mail/DMA Awards of the night:
"A popular winner", the judges said. "It is a very ingenious strategy, and the copy is so involving, entertaining and fluid, you cannot help but read on and on. Strong production values and exceptionally high
quality." (2000).
"A really good example of what you can achieve with a small budget' (2001)."
Extracts from the John Caples Awards book of the night:
"Any aficionado of single malt whisky will tell you that the merest whiff will transport you to altered states, so it's no wonder then that this mailing to re-launch a retired distillery newly acquired by Glenmorangie delivers an altered world.
"This glorious flight of imagination takes its participant recipients on a dreamlike journey through the brand heritage with the creation of The Ardbeg Committee, an elite group of stewards to which you, the reader, have been extended an exclusive membership.
"Tongue-in-cheek copy, Letter, Committee Rules & Regulations booklet, and CD-Rom (with mini-documentary) is all beautifully art directed in damp hues and duotones suggestive of the landscape (and perhaps the lush mood imbued by the product itself)." (2000) |
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Ardbeg - Abide | see copy
The 'Ardbeg Committee' for Ardbeg Single Malt Whisky Distillery (owned by Glenmorangie plc) has won 7 Gold awards - including the UK Gold for Copy in 2001. 10 awards in total.
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Ardbeg - Spirit Level | see copy
A rare vintage with an especially balanced
taste. The subtle concept - featuring a
die-cut spirit level bubble - emphasised
the product's USP.
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Ardbeg - Maths Paper | see copy
The headline shot on the brochure cover
reads, "How can we make 12 casks of 21
Years Old Ardbeg (given that 12 casks
produce 2,300 bottles) go around 7,380
Committee members?"
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