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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.