Wood is boring.

But it’s what you do with the wood that matters. Ask any guitar maker (correct term: ‘luthier’).

In fact, don’t ask any guitar maker. Ask Philippe Dubreuille – master luthier – whose previous clients include Iggy Pop, Robert Smith, Oasis, Mark Ronson, and pretty much every other big name guitarist from the last 30 years.

We supplied Philippe with the casks used to mature the product: Spanish and American oak. He obligingly crafted them into a limited edition collection of five guitars, worth £10,000 each. We even worked with him to design a glass disk to be set into the body of each guitar containing a measure of Double Cask.

The guitars look stunning, as does the accompanying content.

Most importantly, a global audience engaged with the content and the guitars and, without really realising it, got a free lesson in what makes The Macallan so special.

We’re the global agency for The Macallan. Which means that five of its key global market teams (UK, US, Taiwan, Japan, Singapore) have each be sent a guitar to amplify and execute in market. To date plans include them being put in the hands of major name musicians, played at festivals, and eventually be auctioned off or given away as incredible prizes.

Our role and timeline is as follows:

1. Global creative concept.

2. Engagement of master guitar maker

3. Creation of all assets, film, etc.

4. Management and deployment of content.

5. Global activation strategy.

6. Delivery of content to markets.

Tier 1:

To date, we've seen a social reach of 3,800,000. All posts and content deliver our key message: whisky's flavour comes for wood. It's this wood that makes The Macallan so special.

Tier 2:

In engagement terms, this has been the most successful campaign The Macallan has ever launched. On our owned channels we have measured a huge 11% engagement rate - that means that those reached either left comment, liked or shared it.

Finally, we have given our key global markets a unique asset in the Double Cask Guitar which they can individually execute with local nuance.