OBJECTIVE:Grant’s is the #5 Scotch whisky brand worldwide, nevertheless, apart from recognition of its great quality, its image was neutral. This international campaign aimed to create reasons for identification, by generating emotional relevance, inspiration and bonding: to get Grant’s in the mind and heart of whisky drinkers.CONCEPT:The triangular shape of the bottle became the badge for “different perspectives in the world around”, for an inspired and creative approach to the way people see and live, a symbol of free thinking which enriches ones reality.TARGET AUDIENCE:Regular whisky drinkers, with emphasis in the ages 25-35.