Father's Day Restoration Project
Glenfiddich Single Malt Whisky
Issue 32 | October 2014
Agency
Gravity Thinking
Creative Team
Creative Director: Martyn Gooding Art Director: Ben Carroll Copywriter: Alastaire Allday
Production Team
Producer: Amyra Bunyard Production Manager: Rebecca Harrington Jones Director: Jo Baar Account Manager: Genevieve Brown Managing Partner: Steve Firth Social Planner: Johnnie Campbell Director of Photography: Sam Mitchell Sound: Peter Gaudino
Other Credits
Glenfiddich's wonderful fans who shared their stories: Peter, Nigel, Helen, Diane, Alexis, Gemma and Trevor
Date
June 2014
Background
Father's Day is the most important sales period after Christmas for the malt whisky sector. Glenfiddich needed to increase awareness during this typically noisy time for the sector.
Idea
Glenfiddich is a family run business and Father's Day is a time when we celebrate the difference our father's make to our lives. The insight was that photos - and therefore memories - of our fathers are being lost to history as old pictures fade and decay. Gone forever. Glenfiddich offered to professionally restore them for their fans. Bringing the memories back to life. They then told the stories behind the photos in a series of heartwarming films that were shared on Youtube and Facebook. Stories of the first black fireman in the UK, persecution of a jewish family during the war, a lost family member and more.
Results
Glenfiddich became the most mentioned single malt during father's day by twice as much as their nearest competitor. And genuinely treasured content for their fans.