Glenfiddich: New Dawn
Concept, Art Direction, Content SeriesBeing the “World’s Most Awarded” whisky, Glenfiddich has always dared to stride ahead, rewriting the dram.
Our mission? To echo this bold spirit in the hearts of a new generation of whisky drinkers. Enter 'New Dawn' — a campaign that doesn't just toast to innovation; it reimagines it.
We’ve created a cultural platform partnering with 3 like-minded mavericks in ceramics, fashion styling, and entrepreneurship across South East Asia, challenging them to reimagine their craft with Glenfiddich's pioneering essence, birthing a series of avant-garde creations.
The result? A digital trilogy that journeys through these extraordinary collaborations, paired with on-ground events to showcase the innovative collection.
Reimagining Heritage
Glenfiddich New Dawn: Episode 1
Bea Constantino, the mastermind behind Herman & Co., breathes new life into Filipino heritage by infusing traditional textiles with a modern twist. Collaborating with Glenfiddich SEA Brand Ambassador Brett Bayly, they embark on a journey to reimagine tradition, pushing the boundaries of Filipino fashion forward.
Reimagining Traditions
Glenfiddich New Dawn: Episode 2
Jeanette Adrienne Wee, the visionary behind Adrienne Ceramics, joins forces with Brett Bayly, Glenfiddich's Southeast Asian Brand Ambassador, to craft a collection that transcends borders. Inspired by Glenfiddich's spirit of innovation, they reimagine whisky consumption for the modern palate. Witness as Jeanette seamlessly blends her expertise in Eastern ceramics with Western whisky-drinking traditions, creating a fusion that's as bold and vibrant as the flavors they celebrate.
Reimagining Craft
Glenfiddich New Dawn: Episode 3
Jun, the dynamic co-owner of No Sleep Club, redefines the whisky experience by melding time-honored methods with contemporary flair. She revolutionizes the whisky-making process, from fermentation to serving, integrating these age-old techniques into her innovative dining concept. This fusion not only honors tradition but also introduces a fresh narrative to the art of whisky enjoyment.
Credits
Ed Cheong (Executive Creative Director)
Shawn Foo, Yashas Mitta (Deputy Creative Directors)
Vanessa Tan (Senior Copywriter)
Dominic Ho (Art Director)
Luke Pidgeon, Lindsay Jialin (Producer)
Lawrence Ong (Film Director)
Ken Minehan (Director of Photography)
Pamella Ang (Senior Editor)
Featured on
Philippine Tatler / Manila Republic / Drink Manila / Harper’s Bazaar Singapore (Jan 2020).