DECIPHERING THE WORLD'S MOST MYSTERIOUS WHISKY
The Glenlivet’s Cipher is a limited edition single malt released by Master Distiller Alan Winchester, released without any cask information or tasting notes. The client approached us, wanting to create an innovative digital experience that would test whisky fans’ noses and palates against Alan, and encourage sharing and drive discussion around the product launch.
CREATING EXCITEMENT AND BUZZ
We wanted to reach out to and challenge the vast population of whisky bloggers, by creating an experience that they would be likely to engage in and share with their followers.
Working with Nis Bjorn and Giles Brenard our team devised a game that would allow the users to create their own personal tasting profile, which would be compared with the official tasting notes, giving the user a score which they could share with their followers. The experience needed to sit within the framework of the Glenlivet global site, and for added complication needed to be able to allow the user to set the strength of the individual aromas and flavours.
A LUXURY EXPERIENCE
It was important to ensure that not only the visual design but the interactions conveyed a sense of quiet luxury. Luckily, the cipher as a concept allowed us to use beautiful animation throughout the experience which really brought it to life.
SETTING THE CHALLENGE
A set of videos to set the challenge and create buzz in the community before the launch were created, including this teaser video. They were shot on location at The Glenlivet’s distillery.
” Truly, I loved the thought provoking nature of this launch, loved the liquid and loved the whole idea about challenging whisky drinkers’ senses without giving the answer.“