The Macallan celebrates its roots with short film campaign at HKG, SIN & MFM

By Luke Barras-hill |

Macallan-film-clipA new film from luxury single malt Scotch whisky The Macallan is being used to immerse travellers in the history and provenance of the brand.

Executed throughout key Asian airports, the short film blends still and video advertising to connect with passengers.

The creative featured in a month-long campaign at Dubai International Airport in December via JCDecaux’s digital network and is currently being promoted on billboards and digital screens at Hong Hong (HKG), Singapore Changi (SIN) and Macau International (MFM) Airports.


Beginning in Spain, the film charts a journey to the new £140m/US$181m Macallan distillery and visitor experience in Speyside, Scotland and plays on the brand’s bold and adventurous cues, including a tie-up with Rogers Stirk Harbour + Partners.

Suzy Smith, Managing Director, Edrington Global Travel Retail said: “The new brand film for The Macallan is designed to tell the story of the brand’s ongoing pursuit of excellence and its willingness to make brave decisions.

“This dovetails perfectly with recent standout initiatives and investments the brand has delivered in global travel retail, including The Macallan Boutique programme, which has seen us bring The Macallan story to life in Dubai, London and Taiwan, and the recent launch of the channel exclusive The Macallan Concept Number 2.”


The new documentary is being shown at Singapore Changi, Macau and Hong Kong (pictured) International Airports.

Directed by Juriaan Booij and produced in partnership with creative agency Wunderman Thompson, the film was shot in three locations – Galicia, Jerez and Speyside – to highlight The Macallan story.

It boasts a soundtrack composed by Hollywood film composer Ryan Taubert and is narrated by Scottish singer-songwriter KT Tunstall.


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